Streaming giant Netflix has signed a strategic partnership with direct-to-home player Tata Sky, enabling easy access to its subscribers to both the services. In a press release, Netflix said the feature will be rolling out in the coming months and will enable Tata Sky subscribers to browse and access the entire Netflix catalogue in India, including television shows, films, documentaries, stand-up comedy series and kid’s titles.
On this development, Bill Holmes, global head of business development for Netflix, said in a media interaction that this partnership enables Tata Sky customers to access Netflix’s content from across the world. This partnership comes as connected televisions has emerged as a primary viewing device among Netflix subscribers in India, accounting for 34% of its viewing hours as of October last year.
Earlier this year, Netflix had announced similar strategic partnerships with Airtel and Videocon d2h to integrate the Netflix app to the direct-to-home set-top boxes of both the said companies. Videocon d2h had also integrated a dedicated Netflix button on the remote control of its set-top box.