Like Comcast, Cox is integrating Netflix into its cable service

James H. Collins / AP

Cox Cable customers can now search and select Netflix titles directly from within its core cable service, following a similar move by larger rival Comcast.

Why it matters: It's a case of "if you can't beat 'em, join em." Cox says 70 percent of those with its high-end cable box already subscribe to Netflix. Making the experience of using the two services together could help with both loyalty and retention.