Dave may have to hold off on The Battle Royale. Word is that Netflix may be upping the ante with new content for the Roku box. (via Forbes, and Silicon Alley Insider) While Netflix isn’t saying what that content might be, VP Tim Twerdahl claims that a software update later this year will let the Roku box stream video from other “big name” providers.

Clearly the battle of the boxes is leading up to an all-out content war. That’s great news for the content providers and for consumers. More competition means more licensing fees for the providers and more stuff to watch for us at home.

Except, wait a minute. Doesn’t this mean we’re moving toward another video consumption model with a subscription fee and a set-top? Sounds familiar, doesn’t it?