In its Q3 2007 call to analysts, video rental service Netflix said that it would consider delivering movies to its subscribers via internet-connected HD-DVD and Blu-ray devices, which include the Xbox 360 and PlayStation 3.

Said Netflix president, CEO and Board chairman Reed Hastings as recorded by financial site Seeking Alpha, "In terms of enabling the viewing of online content on the television screen, we are exploring a variety of options, including Internet connected, high definition DVD players, internet connected game consoles, and dedicated internet set tops, with a variety of partners, trying to understand the best ways to provide inexpensive viewing of online content on the television."

Currently, the company offers video rentals via postal mail and online download, but Hastings said the company's goals include expanding online content and the methods by which users can access their video offerings.

It is unclear, however, whether either Sony or Microsoft would allow such a service to become available on their consoles, as both Sony prepares and Microsoft already offers their own internet-connected video-on-demand services over their respective networks.