Media Intelligence Service analysis of Netflix model highlights learning opportunities for public service media

MIS, the EBU's market intelligence unit updated its company profile of Netflix, the US based internet television network which describes itself as the global leader in its field.

The 40-page report, exclusive to EBU Members, gives an overview of the network's international development and expansion, as well as an analysis of its offer, business model, distribution strategies, competitors, global performance, audience in European markets and impact across the media market.

Head of MIS Roberto Su rez says Members will benefit from gaining an understanding of the company's performance and the development pathway which led to the subscription of 62 million users in 54 countries, resulting in the consumption of two billion hours of TV shows and movies per month.

This kind of strategic information and analysis will help our Members understand how the market is evolving, how our competitors are adapting, and how on-demand and over-the-top (OTT) services are serious competitors for public service media (PSM), he said. With these insights, our Members will be better able to identify development trends and risks, as well as opportunities.

The report also offers recent data on Netflix's impact on markets like Belgium, Denmark, Finland, Ireland, the Netherlands and Norway, as well as some forecast figures on the growth of its subscribers' base up to 2018.

Key dates and findings In 2014, Netflix's revenues were USD 5.5 billion

In 2015, Netflix launched its Asia-Pacific expansion, with Australia already operative; Japan is due to be launched in Autumn. In Europe, Spain may be the next target.

Netflix focuses on the creation of original programming and also local content to satisfy audiences outside USA.

In 2014 it invested USD 3.2 billion; this figure will rise to 3.32 billion in 2015 and 5.09 billion in 2016.

Netflix is also investing massively in data (employing 1100 engineers), enabling predictive recommendations and also predictive investment in content.

Following its online availability and accessibility via more than 1000 devices (tablets, smartphone, connected TVs and set-top boxes), Netflix is now focused on establishing new agreements with pay-tv operators to include in their packages.

Netflix total revenues were USD 5.51 billion, end 2014 (+155% in 5 years, +26% compared with 2013). This represents approx. EUR 3.76 billion. However, Netflix is not yet collectively profitable across European markets where it operates. Its deployment in Europe is funded by the benefits obtained in its domestic market.

To access the full report, registered Members may login into the EBU s Media Intelligence Portal.

LINK:	http://www3.ebu.ch/contents/news/2015/05/media-intelligence-service-an...
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