Netflix will be available on via cable set-top box for the first time, thanks to a new deal between Netflix and Virgin Media in the U.K.

Bloomberg is reporting that Virgin subs who use Tivo as a set-top box will be able to access the Netflix app. Subscribers searching for content will be able to search for a title whether it is on a TV channel or the streaming service.

The Netflix-Virgin tie-in will be rolled out immmediately to 40,000 subs before expanding out to all 1.7 million Virgin subs who use Tivo hardware.

Virgin is owned by Liberty Global.

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