Getting ahead of a trend, Netflix is now intensifying its focus on streaming entertainment to mobile devices with its most recent expansion to the iPhone and iPod touch platform.

The free application targets consumers with an iPhone and Netflix membership. Priced at $8.99 per month, it expands on the company?s portfolio of 100 other mobile and electronic devices.

?We have a service that we want to provide to people who want to pay a very low monthly subscription to stream in movies and TV shows,? said Steve Swasey, vice president of corporate communications at Netflix, Los Gatos, CA.

?It?s a great opportunity to watch Netflix via the device you carry around in your pocket,? he said. ?We want to get the people to enjoy this service.?

Get flicks
The Netflix iPhone and iPod touch application offers a variety of movies and TV shows and is available via WiFi and 3G networks.

TV shows and movies are categorized based on personal preference, type and consumers? Instant Queues account. Consumers can choose from a list of titles and have the option of watching the selection immediately or saving it to view later.

The application lets consumers fast-forward or rewind through the selection. If they stop the selection, they may pick back up at the same frame from any Netflix-streaming device, regardless of which one they were using initially.

Netflix?s application is available in the Apple App Store or at http://www.itunes.com/appstore. The mobile-streaming service first launched on the iPad in April and will launch on other mobile devices soon.

Netflix has more than 15 million viewers and claims to be the world?s largest subscription service, streaming movies and shows to consumers? computers and TVs and delivering DVDs to their homes.

The company?s demographic is the 60 million U.S. homes with an Internet connection and a credit card, according to Mr. Swasey.

Compatible Netflix devices include Xbox 360, PS3, Wii, Samsung, LG and Insignia Blu-ray disc players, and Internet TVs by LG, Sony and Vizio.

?Netflix has the goal of being ubiquitous on any device and any brand you want to watch TV and movies on,? Mr. Swasey said.

Up stream
The video streaming market is an ever-growing one.

Satellite TV provider Dish Network this month launched a remote access application on the iPad which will include live video in the next few days.

The network had previously rolled out on the iPhone and iPod touch and already has plans to extend to BlackBerry and Android (see story).

TV networks have increasingly become available on mobile devices, including VH1, MTV, Nickelodeon, CNN and Univision (see story).

Still, Netflix is unique in its service that it is a subscription-based movie and TV show provider, growing to a number of devices at a fast rate.

?Less than three years ago, Netflix was streaming to your PC only,? Mr. Swasey said. ?Two years ago, we added a few more devices. Now in 2010, there are more than 100 devices that we stream to.

?Netflix is getting to be pretty ubiquitous,? he said. ?There?s more room for growth and our goal is to add a larger user interface, which has been our goal from the beginning.?