With streaming service provider Netflix and bigwig cable operator Comcast both competing for viewers, Comcast has recently declined the idea of a potential partnership with Netflix aimed at the integration of the services of both the companies.

The decision by Comcast to refuse a potential association with Netflix shows that the cable provider is confident of being on its own – more so as it has its dedicated video-on-demand services -, rather than striking an agreement with a service which is largely seen as one of its direct rivals.

Comcast’s decision against offering Netflix to its Xfinity subscribers – irrespective of whether the service may be in the form of an on-demand service or a billing partnership – underscores problems for Netflix with has apparently hit a snag in its ongoing negotiations with cable operators.

Disclosing that, as of now, Comcast is against the idea of joining forces with Netflix, the cable operator’s spokeswoman Alana Davis reportedly told trade publication Fierce Cable on Wednesday: “We have no plans to offer access to Netflix to our customers through our Xfinity TV service, no matter what device.”

Apparently, Comcast has said no to the proposed Netflix partnership because it already offers its 22.3 million Xfinity subscribers a recently-launched Netflix-like streaming service, Streampix, which – starting at $4.99 per month - allows customers the advantage of streaming 75,000 TV shows and movies on multiple devices in and outside the home.