Demonstrating that cable and streaming content can live side by side, Dish Network has become the first major cable distributor to include Netflix on its set top box. And like HBO or Showtime, Netflix will be treated as an add on package, purchased separately. Consumers though don't need to jump from one box to another to enjoy all the content they want. By including the Netflix app, Dish gives its customers convenience and simplicity in watching whatever content they choose.
Per the Dish press release, "Additionally, in the future, titles available on Netflix could
be integrated into the search functionality across live, recorded and
Video On Demand programs for both the Hopper as well as DISH’s
forthcoming OTT service." To me, a fully integrated search feature encompassing all content on Netflix and cable would be truly valued by consumers. Partnering with Netflix, Dish demonstrates that consumers simply want more content wherever accessible and that consumers will not drop Dish but value the content that is being offered through the set top box.