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Netflix streams into the UK

Article from: 
UK
Wed, 08/02/2012 - 10:54
Netflix streams into the UK

Netflix officially launched in the UK on January 9, 2012. The US based movie and streaming service offers a sizeable collection of movies and TV programmes that can be streamed directly into a subscriber’s TV, computers and / or smartphones. Netflix currently has over 25 million members, located in 47 countries, and is hoping to see that figure continue to expand with its UK launch.

Despite having a sizeable number of global subscribers, things haven’t been going too smoothly for Netflix in the US. In 2011, a downturn meant that Netflix lost over 60% of its market value.

However, Netflix’s Chief Executive Reed Hastings remained positive saying that the “US loss was due to a change in DVD rental”. He also added that "our streaming in the US has been wildly successful". Hopes are that the streaming in the UK will be equally fruitful.

Netflix is set to face some strong competition in the UK from rival Lovefilm. However, thus far the decision to move into the UK market appears to be paying dividends, Hastings mentioned that Netflix’s UK launch has already exceeded expectations. He stated that Netflix had a faster subscriber growth in the UK than the company saw when it launched into the ‘broadly comparable’ Canadian market in 2010.

Since its UK launch, Netflix’s Buzz score has increased by nearly 10 points to +10.3. On February 1, Netflix had a Buzz score which was only 1.5 points below Lovefilm’s. Attention scores for Netflix has also been increasing, rising from 3.5 to 14.6 in the first few weeks following the launch.

So far it’s been a highly successful start for Netflix in the UK. What remains to be seen is where other brand measures (i.e. Value, Reputation…and Index) end up as it continues to become more entrenched in the UK market.

Buzz Scores
Buzz Scores
Attention Scores
Attention Scores
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