Netflix has been dabbling in digital delivery since January of last year. However, the existing Watch Now service is tethered to Web-browsing -- and non-Apple
Still not impressed? Probably not. Cable companies like Comcast
So why is the presence of Netflix here such a big deal? Well, did I mention that Netflix is including the direct-delivery offering for free to existing subscribers? It's not perfect. Less than 10% of the Netflix library is available with the existing Watch Now service. And providers like Comcast also offer a wide variety of free on-demand content.
That could be why LG may be a bigger winner here than Netflix. LG -- or any future Netflix partner -- has the benefit of providing incremental value to the 7 million existing Netflix subscribers looking to upgrade their home theater systems.
If instant gratification becomes the norm, what becomes of the original Netflix model and its fleeting fleet of distribution centers? The playing field will be level, and that's not a good thing for Netflix.
The move raises the bar for Blockbuster
Teaming up with LG is a pre-emptive response. It's going to be a great fight for market superiority, so who says there's nothing good on TV?
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Longtime Fool contributor Rick Munarriz has been a Netflix shareholder -- and subscriber -- since 2002. He also owns shares in TiVo. He is part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early. The Fool has a disclosure policy.