Netflix, the popular web-based tv, continues its expansion across Europe. After opening in UK, Norway and Netherlands, now it’s time for six new European markets from Tuesday. Netflix streaming will henceforth be available in Germany, France, Belgium, Switzerland, Austria and Luxembourg.
After launch is when the real work begins: improving the content being offered and getting on set-top boxes
Reed Hastings, Netflix CEO
Currently the european headquarter is in Luxembourg, where they officially launched the expansion in Europe in 2011. The first country to get the streaming service was the UK. These six new European countries will set the base for a wider expansion by the next year.
Understanding a consumer habit is the first step to improve the content and know exactly what people will pay for. France, for example, seems to be a very tricky market because of the monopoly of the big tv broadcaster and the french mindset. That’s why Netflix has already started creating original series, such as “Marseille”, a political thriller set in the southern port city, to attract French customers, something it did much later in its U.S. with exclusive shows like the prison comedy “Orange is the New Black” and “House of Cards”.
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Some thing for Germany, where Netflix is trying to discover exclusive content made for the german audience. Other tricky point is related to the language. Both Germany and France prefer watching tv in local language. This means the 90% of the entire content will be dubbed and subtitled.
Moreover Netflix will have to compete with local rivals with a longer presence and offering similar services, including pay-TV operators Sky Deutschland and Canal Plus.
What about pricing? Netflix France will cost from 7.99 euros to 11.99 a month and give access to films, series and documentaries on television, computers, tablets, smartphones and game consoles. Same price will be for the rest of Europe
One of Netflix’ biggest asset is the powerful recommendation algorithm. Basically is the engine that suggests new content tailored on a person’s specific interests. The more you log on and watch, the more Netflix learns your habits and suggests you what you might like.
And what about the european law? “The European Union is now debating a package of telecom reforms that would embed net neutrality into law, barring cable and telecom groups from charging web companies like Netflix and Google for carrying their traffic.”
Will it be enough to thrive Netflix expansion in Europe?
Image Source: Statista