NBCUniversal, Google top contenders for tie-up with Netflix for ad-supported plan

$Netflix(NFLX.US)$ $Alphabet-C(GOOG.US)$ $Comcast(CMCSA.US)$
Comcast Corp's NBCUniversal and Alphabet Inc's Google are leading the race for a tie-up with Netflix Inc to help it create an advertisement-supported subscription plan.

Comcast's video advertisement division, Freewheel, can help Netflix with technology to deliver ads, while NBCUniversal's sales team can assist the streaming service provider with selling advertisements in the United States and Europe.

Google, which already has a relationship with Netflix as a provider of ad-buying tools, could pursue an exclusive deal with the company, the report said.

Shares in the company, which said it was in the early days of deciding how to launch a lower priced, ad-supported option and had not made any decisions, rose about 5% in afternoon trade.

The company could introduce the ad-supported subscription plan by the end of the year, earlier than originally planned.