In response to Apple, Netflix offers unlimited streaming of movies, TV

Apple expected to launch its own movie rental service at Macworld

By Linda Rosencrance

January 14, 2008 12:00 PM ET

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Computerworld - Beginning today, Netflix Inc. subscribers who have unlimited DVD rental plans will be able to stream as many movies and television shows as they want online for no additional charge, the online DVD rental company said.

Netflix said its subscribers will have access to its library of more than 6,000 movies and TV episodes.

The move comes as Apple Inc. is expected to announce its own movie-rental service today at the Macworld conference.

Netflix launched online movie streaming last year but had only allowed subscribers to watch one hour of entertainment online for every dollar of their subscription fees, the company said in a statement. For example, subscribers with plans that cost $16.99 were able to stream 17 hours of movies or TV shows online, the company said.

Now, subscribers with unlimited DVD rental plans can watch as many movies and TV shows online as they want at no additional cost, Netflix said.

"Unlimited has always been a very powerful selling point with our subscribers and a large part of what set us apart in the marketplace," said Leslie Kilgore, the company's chief marketing officer, in the statement. "In talking with members about our streaming feature during the past year, it became clear that, as with DVDs, the idea of streaming unlimited movies and TV episodes on a PC resonated quite strongly. And we're now in a good position to offer that."

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