updated 03:31 pm EST, Tue January 8, 2013
Netflix encouraging subscribers to petition ISPs to use Open Connect
At the Las Vegas Consumer Electronics Show, Netflix announced its Netflix Open Connect initiative is now delivering the majority of Netflix international traffic, and has accepted its first two US ISPs for the service. Additionally, Netflix Super HD and 3D TV shows and movies are available on the service for the first time.
To minimize the exponential growth of bandwidth consumed by Netflix content, the streaming movie company allowed Internet service providers to receive Netflix traffic directly at a network interconnection point specified by the ISP. In allowing this direct connection, ISPs are able to more effectively regulate networks, increasing efficiency in content delivery.
"Leading-edge ISPs around the world such as Cablevision, Virgin Media, British Telecom, Telmex, Telus, TDC, GVT, among many others, are already participating in Open Connect to provide the highest-possible quality Netflix service to consumers," said Netflix Chief Executive Officer Reed Hastings. Hastings has set a goal to have every major ISP in the US participate in the program.
The Netflix project has commenced offering a small number of titles streaming in 3D through Open Connect partners, which in the US is limited to Google Fiber and Cablevision. Now available for 3D streaming are the action movie Immortals, documentary The Art of Flight, plus Discovery television series African Wild, Scary Tales, and Live Fire.
Independent testing shows that non-3D SuperHD content is being streamed at 7Mbps, and 3D streams peak at 12Mbps, but can play on connections as low as 7Mbps. SuperHD and 3D content will be available on the PlayStation 3, WiiU, Windows 8, Roku, AppleTV, select Blu-Ray players, and some smart TV models.