Netflix to Roll Out Unlimited Watch Instantly Service To Customers Today

The Associated Press reports that Netflix will be rolling out free unlimited Watch Instantly hours to customers starting today.

Girding for a potential threat from Apple Inc., online DVD rental service Netflix Inc. is lifting its limits on how long most subscribers can watch movies and television shows over high-speed Internet connections.

The Associated Press has learned the change will become effective Monday, on the eve of Apple's widely anticipated move into the movie rental industry. Although Apple hasn't confirmed anything yet, Chief Executive Steve Jobs is expected to make it official during a presentation Tuesday in San Francisco.

Netflix is gearing up for the increased competition by expanding a year-old feature that streams movies over the Internet instead of making customers wait for their online rental requests to be delivered through the mail.

The unlimited Watch Instantly service will be available on all service levels except the $4.99 per month 2-out plan.

Competition is a good thing, and Apple's entry into the market will keep prices low and spur innovative features from Netflix and Blockbuster.

Thanks to Joshua, Alan, Jack, Graham, Eric and others for sending this in.

Comments

[Lamarr Wilson]

This is great news; I may even reenable my Netflix account now (I needed a break). I wonder if they will keep this up even with the new player/software service that is coming later this year. To have unlimited would be awesome.

However, this will only thrill me completely if there was finally a widget built to allow me to view this on my Xbox 360 thru the media center.

[PROZAC]

Competition truly is great...this is a nice treat for NF subs and I hope it stays this way as more movies are added.

[Super-Bat-Man]

cool. I'll still watch nothing on my computer but still...this is cool. I always thought to myself, "give someone else my 17 hours, I never use them."

now this is essentially what is happening.

I bet the only thing that changes is their image. it probably won't effect their profit at all. good move.

[just amazing]

That's actually really exciting. I don't watch much of the Watch Instantly, but I like knowing I can use it at any time, for as long as I want. Way to go Netflix!

[Jenny]

I'm hopping this means that NF will be adding more shows to their watch instantly feature in order to compete with Apple. 'Cause frankly, being able to watch the A Team whenever you want isn't going to cut it.

[Werd2406]

Yeah....that's nice, I guess. Untill they make their entire library on watch now and i have the ability to immediately watch those shows on my tv, im not sold.

[Becky]

I would prefer to see my movies on my TV, with the features of a DVD, but I enjoy being able to see movies on my Mac without having to pay more.

[Julie]

So, the Watch Instantly list isn't the greatest. NF explains why on their site, and is working to get the legal biz ironed out so more can be there. Viewing the Watch Now selections on the TV is not that hard. Easier with a wireless laptop near the tube. Just connect S Video to the TV, and the headphone jack to the stereo (or TV audio). Looks good, sounds good, and feels good because it feels like 17 hours of FREE movies!

[hueristix]

Unfortunately, my take is it sort of seems like they aren't going to have too much first rate content any time soon.

After all, only some of us are going to stream red dwarf all night long. The overwhelming majority don't use our hours... why not?

[matt]

Really underwhelming. I watch 0 hours now, so upping the limit is not exactly a big deal. Making this available on Macs, or PCs that use something other than the *one* browser and player they allow, would maybe make this more attractive. It's still much easier to download movies via iTunes and Amazon.

[SpyderBite]

Still limited to 17 hours on my account as of 10:21am CST. I have 0 hours left and nothing in the Help section has changed to reflect the Unlimited instant viewing.

I'm starting to suspect that this was a hoax and that it is still limited to those invited to test it out.

[Jimofoz]

I'd be much more impressed if they allowed Mac users to watch. My hours are just being wasted now...

[Loc]

Hmm I am still at 17 hours and its 9:05 pacific I'll wait til at least noon before I start crying hoax, but yea it really doesn't make a difference with watch now all I watch on there are old obscure TV shows that are too bad to warrant a queue spot

[SpyderBite]

I blew through my 17 hours watching the first season of Heroes which I had continued to miss each time it aired. I watched the second season on NBC's website.

Now I'm anxious to watch all 11 seasons of Magnum P.I. which I had been a big fan of growing up. So this news excited me. I'll be disappointed if this is a hoax or only available to new accounts.

[just amazing]

On my account it shows that it is unlimited, so it is not a hoax. Your impatience doesn't equal to a hoax!

[SpyderBite]

Update.. I just now re-logged in to the Watch Now area of the site and my time limitation is no longer there. We're in business! The time restrictions have been removed as of 11:30am CST! Woot!

[CopaceticOpus]

I bet that only a tiny fraction of Netflix users are actually watching their limit anyway, so this probably won't cost much for Netflix to do. I've watched about 2 hours in total on my Windows laptop. Until I can easily watch on my TV at DVD quality, I don't really see the point.

[mac]

any word yet on whether this will work for Mac users?

[MAC]

MAC.

Wake me up when I should start caring.

[Corey3rd]

does sound that a user needs to sue Apple for screwing them over on this program. Steve Jobs must be taken behind a legal woodshed and spanked. Or we should just throw red envelopes at the "I'm a Mac" guy from the Ads.

[Lydia]

Since streaming video works on the Mac for all of the major networks as well as dozens of other sites, I don't think it's Apple that needs to be sued.

I'm disappointed by this change. I've never watched my full 18 or 24 or 30 hours of Watch Instantly, but one month I did come close.

This month I'm home most of the time, and I was really looking forward to actually using the whole allotment of free watching -- but now I can't!

How can I watch enough to feel like I'm getting my money's worth when there's no limit! Bring back the limit!

I don't see my name on the "Posted by" above-- it is Profpudwick.

[BoB]

I never used it before and now I see I have unlimited time not to use it! :)

[don]

Well, here's what the Netflix web page says: "As soon as a studio-approved DRM for the Mac is available to us, whether from Apple or another source, we will move quickly to provide a movie viewer that enables you to watch movies from Netflix instantly on your Mac."

So, if the rumors are true that Apple is getting ready to offer a movie rental service, I would think that a studio approved DRM would then be available.