Netflix will soon pass HBO in paid US subscribers, as the company prepares to reveal its third-quarter results. Already the world’s largest subscription-video service, Netflix is expected to have reached 30 million paying US customers.

Cable providers are starting to see the $8-a-month subscription as an asset, and some are working to integrate Netflix with traditional programming.

Netflix is currently in talks with US cable providers including Cox Communications, Suddenlink Communications, according to reports.

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