Online movie rental giant Netflix (NFLX) will use Equinix, Inc. (EQIX) data centers to help scale its new instant viewing feature, which launches movie selections in users' Web browsers in as little as 10 to 15 seconds. Netflix will use peering services at multiple Equinix Internet Business Exchange (IBX) centers in the U.S., giving Netflix direct access to broadband providers that reach its 6.8 million members.
"With Equinix, we can operate in close proximity to many of our top network service provider partners, with access to a platform that ensures the most streamlined path between our content and our end-users," said Mike Osier, vice president, IT operations for Netflix.
"Netflix is poised to become a leading destination on the Internet for the delivery of movies and television programming on demand," said Margie Backaus, chief business officer of Equinix. "As Netflix and other content companies seek to push large amounts of data to users in a reliable and efficient manner, they are finding that the environment at Equinix provides them with a perfect platform for traffic exchange."
The addition of the real-time playback feature not only allows Netflix users to view video in real-time as it is delivered to their personal computers, but it also eliminates the need for the download of large video files. Following a one-time installation of Microsoft Windows Media Player, most subscribers' movie selections will begin playing in their Web browser in as little as 10 to 15 seconds.