been called a data hog. and that amount of band width can account for as much as one-third of all u.s. broadband traffic at peak times. internet service providers, they wanted netflix to pay them for that, especially as we have seen these shows like "house of cards" and "orange is the new black." they keep soaring in popularity. more and more people keep watching them, and that need to sort of keep grabbing that bandwidth continues to grow. wolf? >> well, come cast is one cable provider. i assume this will put pressure on other cable providers to work out a similar deal with netflix. >> reporter: and that's a really good point. because, yeah, this comcast/netflix deal could set a precedent. the "wall street journal" reporting that netflix is also currently in talks with verizon. but you know what the big question is, who is going to pay for this? guess who. consumers. one analyst says companies, they're ultimately going to be compelled to raise their prices. no comment yet from either side of this. but think of it, like so many other bills we have to pay. the more we use, the more we have to pay.