Friday the 13^th was a lucky day for Comcast (NASDAQ: CMCSA) and Netflix (NASDAQ: NFLX). On Friday, the companies announced they are expanding their partnership. Comcast and Netflix originally partnered in 2016, adding access to Netflix on Comcast’s X1 cable box platform. Under the expanded partnership, Comcast customers will be able to add a Netflix subscription to new and existing Xfinity packages.

‘Netflix offers one of the most popular on demand services and is an important supplement to the content offering and value proposition of the X1 platform,’ said Sam Schwartz, Chief Business Development Officer, Comcast Cable in a news release. ‘Netflix is a great partner, and we are excited to offer its services to our customers in new ways that provide them with more choice, value and flexibility. The seamless integration of Netflix with the vast Xfinity entertainment library on X1 present a unique and comprehensive experience for customers.’

On the X1 platform, Comcast customers in good standing can sign into their Netflix account to browse the streaming video on demand content library with their voice-controlled Comcast remote to access movies, TV shows, Netflix originals, including Ultra HD 4K and HRD programs. For example, customers can search for their favorite Netflix series by saying the program title like ‘Stranger Things’ or ‘Series of Unfortunate Events,’ or by typing in the program name or keywords. Customers also have full access to all of Comcast’s offerings including live programming, sports, news, current series, movies, documentaries and on-demand programming.

‘Our partnership with Comcast on Xfinity X1 has brought easy access to Netflix for our mutual customers,’ said Bill Holmes, global head of business development for Netflix, in a statement. ‘By speaking into or browsing with the X1 remote, millions of customers have found the perfect thing to watch on Netflix. We can’t wait to introduce more X1 customers to Netflix with Xfinity’s new packaged offers.’

According to the news release, Comcast will develop bundles that include Netflix. Those offers will be available to new and existing customers and vary by market. Comcast will handle the billing for Netflix, so customers will pay for both services via one statement.  The companies did not disclose what those subscription packages would be or how much Netflix would cost within those bundles. Currently, 60 percent of Comcast customers are utilizing the X1 platform.

The announcement comes just days before Comcast’s six annual Xfinity Watchathon Week which runs from April 16 to 22. During that time, eligible customers can watch thousands of movies and TV shows on more than 50 networks including premium channels like Showtime and Starz and subscription services like Netflix, Acorn TV, Lifetime Movie Club and FX+.

‘We love bringing Xfinity Watchathon Week to our customers each year and surprising them with new and unexpected content,’ said Daniel Spinosa, vice president of video entertainment services for Comcast Cable. ‘This year, we’re really turning up the dial by offering X1 customers a unique opportunity to sample and explore the best programming from dozens of traditional networks and studios, streaming services and emerging SVODs – all aggregated together on the biggest screen in the home.’

Insider Take:

As traditional TV viewing evolves and cord cutting grows, cable companies like Comcast are trying to retain their existing customers and attract new ones. By partnering with companies like Netflix, Comcast is making it convenient – and in some cases, more affordable – for cable subscribers to keep their cable while also accessing their Netflix subscriptions. It is too soon to tell if such partnerships can help traditional cable companies remain sustainable, but it is a step in the right direction.