Streaming Ahead15 Jun, 2015 By: Stephanie Prange
Netflix’s growth stepped into high gear in recent weeks, as its streaming model continued to take up a bigger chunk of online traffic, span the globe and spawn competitors. When even Apple, the most valuable company in the world, decides to get into streaming music after years as the download leader, it seems Netflix is no longer just a very successful video distributor, but is in the vanguard of entertainment consumption. Apple is facing its own form of Netflix competition in low-cost or no-cost streaming services such as Spotify. Thus, the company has decided to expand into the access-to-music model, which is growing more than its download-ownership model. Subscription streaming service Apple Music will launch in 100 countries this month. After a three-month trial, it will cost $9.99 a month, or $14.99 for a family plan for up to six people.
While the music industry doesn’t always model the video business, it certainly has some similarities. One similarity with the Netflix service is that shorter-form content is more conducive to streaming. A TV episode in a series is like the song on an album, a quick fix of entertainment. Thus, Netflix seems to be a bigger threat to the TV business than to the theatrical market. Case in point: Netflix executives have said episodic content represents 70% of viewing. Even so, despite its overwhelmingly episodic focus, Netflix made a big move in the film realm, signing Brad Pitt’s War Machine to be streamed to its subscribers at the same time it is released theatrically in 2016. Maybe Netflix will make its mark in longer form entertainment as well.
While OTT streaming services led by Netflix are certainly making headlines, I think there will always be a market for ownership. Humans like to collect things. Witness any of the attendees that pack the show floor at Comic-con. Whole series, such as HBO’s “The Sopranos” set or my personal favorite “Buffy the Vampire Slayer,” will always be collectible. As serialized programming, these shows are like long films true fans will want to revisit long after the shows cycle off streaming services such as Netflix.
So while Netflix may be streaming ahead, that doesn’t mean ownership won’t be an important part of the entertainment business for years to come.