Netflix and the promoting wager
Promoting on Netflix? That is what the chief in subscription video on demand will supply, with a brand new, cheaper supply at 5.99 euros monthly, the corporate introduced on Thursday 13 October. Till now, earlier than seeing an episode of a collection or a movie, the crimson “N” of the platform was displayed and its sound signature resounded. From November 3, subscribers to this system can have a thirty-second promoting spot earlier than their programme. Their episode can then be interrupted by different shorter commercials, of fifteen seconds.
This bundle, known as “Essentiel avec pub” is 33% cheaper than “Essentiel”, the entry-level system, at 8.99 euros monthly. Each will let you watch Netflix on a single display. However the model with promoting is broadcast in excessive definition “HD” and doesn’t enable downloading packages for offline viewing, and a few works are lacking, for copyright causes (“5 to 10%” of the catalog however no flagship collection, ensures the platform).
This announcement comes as the corporate with 220 million subscribers introduced for the primary time that it had misplaced clients: 200,000 within the first quarter and a million within the second. Within the spring, its administration, traditionally hostile to promoting deemed disagreeable on conventional tv channels, started a strategic shift.
The subscription introduced this Thursday goals to win again subscribers, amongst individuals who discover the opposite formulation too costly and should not bothered by the commercials, figuring out that the quantity of promoting won’t exceed 4 to 5 minutes per hour, assures Netflix. The system is examined in twelve international locations: United States, Canada, Mexico, Germany, United Kingdom, France, Spain, Italy, Australia, Japan, Brazil and South Korea.
On the advertiser facet, Netflix’s conversion is seen as a ” excellent news “, explains their foyer, the Union des Marques, through its common supervisor Jean-Luc Chetrit. The platform will supply a “premium setting” to 1 “youthful public, who don’t watch tv”, defined Jeremi Gorman, head of Netflix publicity poached from social community Snap. In comparison with social networks and web sites, Netflix affords increased high quality content material and an promoting format much like tv spots, extra subtle than banners. To face out from conventional channels, the service has a global attain and doubtlessly extra concentrating on prospects. At this stage, Netflix is cautious about the usage of knowledge: advertisers will have the ability to goal a rustic and a method of content material (romantic collection, motion, and many others.) or perhaps a program. For example : “The French who watch Emily in Paris. »
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