As it struggles to compete with Netflix's streaming video service, Blockbuster has just landed a deal with Toshiba to offer its on-demand movies directly through new Blu-ray players. Toshiba's BDX2500 and BDX2700 have built-in Blockbuster On Demand functionality. This means that users will be able to rent and purchase movies from the video rental chain's large selection of downloadable titles, through the Blu-ray player menus.
Although Netflix is enjoying a substantial market share in this industry, Blockbuster is attracting customers with its day-and-date availability for new movies simultaneously alongside Blu-ray and DVD releases. Netflix and other streaming services are subject to a lag from some studios, making new releases available up to 3 weeks later than on Blockbuster On Demand.
All services are competing to get a coveted presence on users' TVs in addition to online PC applications. Most of them offer their own set-top boxes, Netflix has deals in place with the major gaming platforms, and IPTV functionality is bringing online streaming directly through TV menus.
"Blockbuster On Demand, through Toshiba's Blu-ray players, delivers a truly connected home theater experience. It gives even more of our customers instant access to all the newest hit releases, available the same day as DVD/Blu-ray, as well as thousands of other great movies," said the company's SVP and General Manager Bruce Anderson.