Netflix to launch locally in March 2015
Movie and TV subscriptions streaming service Netflix has announced it will expand into Australia and New Zealand in March 2015.
The official announcement follows the streaming giant appointing a creative and social media agency earlier this mont, with execs admitting interest in the Australian and New Zealand market in October.
Today’s announcement includes several shows it will have exclusively in the territory, however there are question marks hanging over some of the other premium content which makes the US service attractive to subscribers in Australia.
Mumbrella understands Droga5 has been handed creative duties for the brand in Australia following a pitch, whilst We Are Social, which also handles the account in the US and UK, will lead the social media push. Pulse PR are handling the streaming service’s PR locally.
At launch Netflix will offer local users original series such as Marco Polo and BoJack Horseman, kids titles such as DreamWorks Animation’s All Hail King Julien, documentaries Virunga and Mission Blue, stand up comedy specials Uganda Be Kidding Me, Live from Chelsea Handler and Jim Jeffrie’s Bare.
The Netflix ANZ selection will expand in 2015 to also include original series family thriller Bloodline, super hero tale Marvel’s Daredevil, thriller series Sense8 and from the creator of Friends, Grace and Frankie.
The streaming service will be available at launch on smart TVs, tablets and smartphones, computers and a range of internet-capable game consoles and set-top boxes.
Netflix has not announced pricing yet, with details to be made available at a later date.
At the ASTRA conference in September Shaun James, the head of Presto, said Netflix will be an “inferior” service in the local market because many of the premium rights for studios including HBO are already sewn-up with local providers.
The announcement of the local expansion follows on from Stephen Langsford, the boss of Australian-based SVOD service Quickflix challenging its US-rival to “come through the front door” to the Australian market and cut off access for an estimated 200,000 local subscribers using VPNs to access the US version of Netflix.
Netflix is set to stir up the local market, with it competing with Nine Entertainment Co’s joint venture with Fairfax StreamCo, to be known as Stan, which announced earlier this month that it had secured streaming rights to Breaking Bad and Better Call Saul.
Meanwhile Foxtel also this month launched its video-on-demand offering BoxSets, with speculation Networks Ten and Seven could be set to join its Presto streaming subscription service.
Netflix have declined to answer questions around streaming rights to Orange is the New Black and House of Cards, plans to produce local content, staffing details and if the streaming giant plans to cut of existing Australian users using VPNs to access the US version of Netflix.
Miranda Ward
What’s the bet the Netflix Australia offerings will be severely limited compared to the US counterpart?
Australians will likely still use VPN services just to get Netflix’s full tv show catalogue.
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The blurry, low quality catch up services currently on offer are only going to look even more laughable once Netflix embarrasses them with their high quality HD streams and content that doesn’t expire in 14 days…
Although it will be interesting to see what the local catalog looks like…
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@Frank – I reckon you are bang on the money. Unless they make an attempt to block the VPN services to boost local subs. Will be interesting to see how they play it out.
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It will also be interesting to see how much we pay compared with users in the US.
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That dude from Quickflix should be pleased with this announcement..
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How will it compete with Popcorn Time? Aussie’s have always been pirating kings, they’ll just move to next gen pirating won’t they?
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Could it be that Netflix are officially launching here with a limited catalogue just to be seen as offering their service “legally” to Australian’s
By doing so the VPN loophole remains open, but now Netflix can’t be targeted or blamed by anyone for allowing it to happen.
Consumers have the choice, and they will speak pretty loudly and clear if they’re not happy with the local offering
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I reckon I might just continue to download the shows I’m interested in, rather than get locked into one streaming service that doesn’t have everything that I want..
Why pay for inconvenience..
People signing exclusive content deals will probably figure this out eventually.
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My 2c worth: Netflix oz proves to be Netflix lite.
Aussies then attempt to continue in their convict torrenting ways, but Netflix
then joins the cabal to vigorously block VPN and other attempts at digital equal-access.
Just sayin’
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The true genius is that any Netflix account will work from anywhere, but define itself by the IP address it thinks is currently being used.
So you can use an Australian Netflix account to watch US content by just changing your IP to the US (or Europe etc).
It’s kinda like a pretend geoblock and there’s no commercial incentive for Netflix to close the loophole. It’s a big selling point.
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Disagree Cannes(d): Netflix will take on a predatory pricing position in the market to drive out competitors so that only it is left negotiating for content deals. It then slowly increases its prices to viable levels. This is the path it has taken in other new markets and it’s also the proven model of comparable brands like Spotify.
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@ann ominous. Yep. Can see and accept your point.
My cynical self finds it difficult to believe Netflix or any new player will genuinely offer what Aussies want: access to global digital content at globally comparable prices and globally comparably quality.
The so-called “Aussie-tax” is just so juicy, everyone wants a lick.Of course in 2014 there is no need to charge a premium to deliver digital content to Australia. Delivery is now via a pulse from a passing satellite, not a square-rigged ship. We once had to pay a premium to get bulky cargo sent to the other side of the planet in risky seas. But that does not apply to digital content. Yet the premium is still applied.! And new players have just quickly jumped on board the “Australia – it’s a long way away, so you pay extra” 1800s thinking, rather than offering a new, competitive approach.
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I suspect that guy from Quickflix just upgraded his LinkedIn account to ‘Job Seeker Premium’.
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You need the internet speed and service for this to work. Don’t forget the deal between the government(Turnbull) and fox(Murdoch) with the NBN. They don’t want high speed broadband available to everyone for a reason.
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Just an FYI, it’s Pulse Communications, not Pulse PR. Well done to all teams involved! Very exciting times ahead.
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