Netflix Inc. this week allied with Sony Corp. to provide instant access to movie and TV content to Playstation 3 owners. The latest coup cripples Microsoft Corp.'s Xbox 360 entertainment strategy in several attacks that level the war for the living room.
Netflix is a now a crucial ally in the console war. In 2008, the company partnered with Microsoft to deliver instant streaming access to the movie and TV content to Xbox 360 owners via Xbox Live.
Now, the company has allied with Sony to deliver the same functionality via Blu-ray disc BD-Live functionality.
Both hardware makers are aiming to provide the best entertainment services to keep consoles on in-between game sessions.
A Netflix alliance is a particular win for Sony in that the service compliments its current Blu-ray disc playback functionality. Consumers can purchase Blu-ray titles for new HD releases or boot Netflix to watch classic movies and TV episodes. The result is a digital and physical HD media combination that the Xbox 360 can't provide.
Microsoft reiterated this month that it will not provide Blu-ray accessories to the Xbox 360, though it may for PC. It previously sold Toshiba Corp.'s now obsolete HD DVD technology.
Another crucial aspect in the console war is that Sony offers Netflix members streaming at no additional cost with the free Playstation Network service. By comparison, Netflix functionality on the Xbox 360 requires a $50 Xbox Live Gold membership, a hurdle that may cause consumers to invest in a rival platform.
Both hardware makers currently offer a full slate of digital download video content in high-definition and standard-definition to round out their entertainment media service profile.
The battle for the living room is at a fever pitch and neither Sony or Microsoft look to let their grip off the entertainment trigger. From discs to downloads, may the hardware with the most digital ammunition win.
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