Netflix releasing streaming video app for iPad

Movie rental and video streaming service provider Netflix is poised to introduce a free application for Apple's new iPad tablet device, enabling subscribers to instantly view full-length movies and television shows. According to a capsule description posted on application tracking service AppShopper, the Netflix app is exclusive to the iPad, with no corresponding version optimized for Apple's iPhone or iPod touch; the service is included free as part of existing Netflix memberships, promising unlimited viewing as well as catalog browsing and queue management. In addition, viewers can resume watching a title on their iPad wherever they left off on their TV or computer. iPad owners who are not yet Netflix subscribers can sign up for a two-week video trial.

Earlier this year, Netflix surveyed subscribers to determine the commercial viability of an iPhone streaming video app. In fall 2009, Netflix CEO Reed Hastings told Reuters the company had no concrete plans to introduce an iPhone app: "It's something that's likely to come over time," Hastings said. "But nothing in the short term. [With] movie watching, we are not focused on mobile yet, but [instead] on the TV, on Blu-ray and on the video game consoles. We will get to mobile eventually, including the iPhone."

When Apple first confirmed the iPad's release in January, CEO Steve Jobs promised a "magical and revolutionary" experience encompassing games, web surfing, ebooks, video and print media--however, the computing giant has reportedly struggled to line up media partners to supply television programming, digital news and related content optimized for the new unit. Citing sources familiar with the matter, The Wall Street Journal reported last month that media firms approached by Apple are still weighing the benefits of working with the computing giant against the threat the iPad poses to their traditional revenue streams--sources indicate Apple is still negotiating with potential broadcast content partners to secure a price cut on TV shows available for iPad download.

In related news, The New York Times reports free online video hub Hulu will introduce its own iPad application. Citing sources briefed on the plans, the NYT says it is unknown when the iPad app will be released, but that it could herald the first test of a subscription-based Hulu model as the service faces increasing pressure from content provider partners to increase revenues.

For more on the Netflix app for iPad:
- read this PCWorld article