If you can't beat 'em, join 'em.
In the latest step in its battle to beat the increasing number of "cord-cutters" canceling their cable contracts in favor of online streaming platforms, Comcast is expanding its partnership with Netflix.
Comcast subscribers have been able to access Netflix through its X1 platform since 2016, but now Comcast will start including a Netflix subscription in its cable bundles as well.
The offer will be made available to both new and existing cable subscribers.
It's not clear yet how the packages will be bundled and what price consumers will pay, with Comcast expected to launch a variety of initial offers later this month that include a Netflix subscription.
Although streaming platforms are seen as an existential threat to cable providers, Engadget notes that Netflix leaders have long seen the possibility that it would be bundled in with cable deals.
The news came just a few days after another streaming service, Hulu, started offering discounted subscriptions to HBO.