Oz Media Execs Praise Foxtel-Netflix Deal
Several senior Australian media agency executives have praised Foxtel’s integration of Netflix, categorising the deal as mutually beneficial.
The news comes after Foxtel unveiled its “New Foxtel Experience” last week, including a sleek, simple new user interface – plus the integration of Netflix, and soon to be SBS on Demand.
The move seeks to position Foxtel as the home of premium content, bringing ‘the very best’ of LIVE and on-demand TV, sport, movies, shows, docos and kids content “all in one place.”
When quizzed by AdNews, several local media execs praised the tie-up, with many describing the move as “future-fit”, a “strong retention strategy”, “strategically smart”, “maximising viewing opportunities”, and “mutually beneficial.”
Last week, research analytics firm Roy Morgan applauded the Foxtel-Netflix deal, citing mutual benefit for both parties – e.g. reducing churn, and increasing exposure.
“Enabling the 5 million Australians with household access to Foxtel to view the streaming service through their Foxtel IQ box is a solid defensive measure to help prevent existing Foxtel subscribers ditching the service to move to cheaper alternatives and provides an extra incentive for new users to sign up for Foxtel,” asserts Roy Morgan CEO, Michele Levine.
“For Netflix the ability to link up with Foxtel’s News and Sport services and be a frictionless option for the 2 million Foxtel viewers who don’t currently access Netflix is an opportunity for growth in a market which may be reaching maturity.”
Despite being well received by executives and media alike, some commentators warn Foxtel’s post trial consumer data will provide a more clear reflection of the partnership’s success.
To celebrate the “New Foxtel Experience” the pay-TV provider is offering a slew of discounted packages – e.g $58/month with included sport on a 12-month plan, inclusive of six months free Netflix.