Chatter: Best Buy Buying Netflix?

It's just one of those rumors that pop up, possibly because an investment bank thinks it can drum up some business by convincing a company executive a deal makes sense. But there's chatter, says Henry Blodget, that Best Buy is looking at buying Netflix. Some investors think there might be fire where there's smoke, and pushed share of Netflix up six percent on higher volume May 16, 2008.

Given that Blockbuster is being persued by Circuit City, what gives? The logic behind each transaction is that a tighter integration of software and hardware is good for both businesses. Sony, with a mixed track record, used precisely that logic to get into the studio business. And Apple uses a similar approach for iTunes.

The issue, perhaps, is whether there is enough ability to integrate on-demand video and DVD rentals and sales with the rest of the consumer electronics retail business. That might be hard to envision.

Still, each retailer, like Wal-Mart and Target, already is in the video content sales business. Software drives hardware purchases; and hardware purchases create the demand for software sales.

But mergers, in either combination, might not be the most-efficient way to create additional value. Either Blockbuster or Circuit City could sell subscriptions, provide kiosk support or otherwise heighten its software profile without actually buying a partner.

Still, the rumor does point out the increasing retail involvement in on-demand, time-shifted video. VCRs, DVDs, iTunes players and video-compatible mobile devices all are ways consumers "watch what they want, when they want it."

And since major mass market retailers are customer touchpoints for the hardware and software sides of those experiences, move movement, if not these particular deals, will occur.