After three years in Europe, Netflix is currently present in 13 countries and announced another three markets to be entered by the end of 2015.
As the global subscription video-on-demand (SVOD) market leader puts strong emphasis on original productions, German research company Veed Analytics has taken a closer look at the most relevant Netflix originals and identified different strategies across the European markets in its latest Snapshot.
There is no link between the launch date in a market and the exclusivity of Netflix originals, according to the study. For example, Netflix ensures full exclusivity of their originals in the Netherlands and in the Nordics while in the UK exclusivity is only given for 61% of their most relevant originals and 72% in Germany.
“Based on our research, we have seen that Netflix kept their promise and constantly improved the quality of their content portfolio,” said Bernd Riefler, CMO at Veed Analytics. In the movie lineup – the most important genre besides series – Netflix already ranks second in Germany.
The financial strength enables Netflix to enter even challenging markets. Netflix originals might have a strong impact when it comes to customer acquisition and retention, according to the study. However, competitors will leverage their more diversified business models and intensify competition especially around content quality.
The full Snapshot analysing the European expansion of Netflix can be downloaded free of charge on the Veed website.
