Partnerships will be crucial for Netflix. It's already payed off with other media devices like Xbox, and PS3 (media devices, not video game consoles). GOOGLE TV will be huge.
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chart analysis on NFLX
The only reason anyone partnered with NFLX, is they were first. There is no reason to buy NFLX or even partner for the likes of GOOG,
they already have Utube. NFLX is running out of their exclusive position very rapidly. There will be many others and it will be a simple
matter of who can deliver the best for the least. NFLX has no advertising revenue and it would be hard to start now.