What are the prospects for Netflix in Poland, where it is likely to launch sometime next year?
Some clues as to how the international SVOD service will have to adapt if it is to succeed are arguably contained in a new study on online on demand services, undertaken by the country’s National Broadcasting Council (KRRiT) this summer and published at the end of last month.
Focusing on 53 providers, divided into three categories – ‘classical’ VOD (17), musical VOD (four) and others, including celebrity gossip, motoring and kids (30) – it looked at such factors as complying with rules governing the protection of minors, as well as the promotion of European content, and came up with some interesting findings.
The methodology used awarded ‘classic VOD’ services a maximum of 14 points, the most (six) were for navigation, full details about the content producer (three) and promoting European, including Polish, works (three).
Although the VOD services largely complied with navigation, providing graphic symbols, etc, in accordance with broadcast legislation, they were poor at promoting European works despite being required by law to do so.
Interestingly, the study found that among 15 monitored VOD services, the level of European productions varied from a maximum 100% at the public broadcaster TVP’s vod.tvp.pl to only 29% at HBO Go, with the average being 59%.
However, the level of Polish productions averaged barely 10%, with the highest and lowest figures being for documentaries (29%) and horror (2%) respectively.
Another interesting finding was that of the 53 monitored VOD services, 68% were free, 9% paid and 23% mixed free and pay.
Furthermore, children were particularly badly served by ‘classical’ on demand services, with only 2% of 804 monitored programmes addressed specifically at them. Movies aimed at families also scored a surprisingly low 2%.
Which is all food for thought for Netflix as it plans its expansion into CEE.
