According to a Forbes report, an unsubstantiated rumor that software giant Microsoft was acquiring streaming video provider Netflix led to a 13 percent jump in Netflix shares on Friday.

Despite the fact that a Microsoft spokesperson refused to either confirm or deny the Microsoft's rumored plans to acquire Netflix, a CNET report also said that the rumors about the acquisition were definitely making rounds; with a Wall Street banking firm also apparently having mentioned in an e-mail that one of the rumors hinted at Microsoft offering $90 a share for Netflix.

The rumors about a possible Microsoft-Netflix deal started circulating within a week of Netflix reporting a rather lackluster performance in the third quarter; and acknowledging that it had fallen short on its third-quarter subscriber projections.

While the company had estimated the addition of 7 million new streaming subscribers in the US in 2012, it has now made a downward revision in its new streaming subscribers' estimates to nearly 5.4 million.

Meanwhile, about the reasons behind Microsoft's rumored interest in Netflix, it is being speculated that the move may have something to do with Microsoft's attempts to turn its Xbox 360 gaming console into a home entertainment system; thereby challenging Google's ownership of YouTube which has become a service to reckon on the iOS and Android-based handsets. In addition, Netflix's presence on most of the smartphones will help Microsoft reach out to millions of smartphone users.