Netflix CEO Reed Hastings has reportedly been in talks with cable providers about adding Netflix streaming to their set-top boxes as an additional on-demand option.

Cable companies haven't always been on the best terms with Netflix, seeing it as a threat to their business, but Reuters reports that at least one company is considering experimenting with Netflix by the end of the year.

Hastings has been comparing Netflix to premium cable network HBO in recent investor meetings, saying he sees cable as "a natural direction" for the company.

"Many (cable service providers) would like to have a competitor to HBO, and they would bid us off of HBO," he told investors last week.

If Netflix were to add a cable tv service, the company would have to rework its deals with movie studios and other content providers. Current agreements don't allow the company to deliver movies via cable boxes.

Netflix hasn't yet commented on the rumored partnership talks.

[reuters]