Following today’s Apple Event, Netflix has announced that users can now sign up for the service directly through their Apple TV. Subscribers can then use iTunes to pay for the service, showing Apple’s willingness to embrace a third party service and open up iTunes as something much closer a platform.

Along with the payment announcement, Netflix will now stream in 1080p high definition, updating with Apple TV’s own capabilities.

From Bill Holmes, vice president of business development at Netflix:

We’re always looking for ways to make the Netflix experience simpler and better. Starting today, you can sign-up for Netflix directly on your Apple TV and pay via your iTunes account. Plus, with the new third generation Apple TV, you’ll also be able to watch thousands of hours of great movies and television streaming on Netflix in 1080p high definition and with room-filling Dolby Digital 5.1 audio.

Now, with a software update on your Apple TV, this seamless sign up and billing experience extends to the second generation Apple TV. The new sign up and payment experience on Apple TV is available wherever Netflix is, including in the U.S., Canada, Latin America, the United Kingdom and Ireland.

This appears to be the first time Apple has ever allowed a third party to integrate with iTunes for payment (aside from in-app payments). We can’t help but wonder what kind of cut Apple is taking…

Check out our coverage of today’s iPad event here!