Why is the Net "Flixing"?

What is going on with Netflix? Why is it losing subscribers?

The answer is simple - Our behavior as content consumers / viewers has changed. There is so many content out there and not only on a specific platform (like Netflix). Can you imagine paying subscription for Netflix, HBO, Disney etc, just in order to watch a series or a movie you like on each platform? It simply won't happen. So instead of paying subscription constantly to a single paid platform (such as Netflix etc), today's viewers either "jump" between platforms (change subscriptions) or simply access other FAST (Free Ad-supports TV) platforms.

Eventually, as a result of this trend, Netflix, as well as the other paid subscription based services, will adopt the same approach and enable full or semi ad-supported service. The future of TV is changing very fast to FAST.

These days, content providers of any size and budget can easily establish their own FAST platform, enabling the audience with the ability to consume their content without relying on other operators (such as DTHm Cable, OTT etc). Viewers can search for content and consume it directly from the content provider's own platform without committing to any operator.

This is why it is so important for content provider to acknowledge this change. Many of them are either contributing content (sometimes with exclusivity) to "old-school" TV operators (such as TV Broadcaster, Cable TV, DTH or OTT), or publishing their content on Social media networks (such as YouTube, Facebook etc).

The problem of publishing "directly" to viewers via social media platforms is, that in spite of the fact that those platforms can be somehow considered as FAST (Free Ad-supported TV) platforms (as they do pay the content providers a few cents per hundreds of thousands of views), the social media networks are in fact using the content provider as their own product. They don't share any information about the viewers, so the content provider does not really establish an own users base. Moreover, social media networks fully control the content, deciding when to put the ads and what type of ads will be shown. They can as well block a live streaming event at anytime or remove content from their platform without any explanations, leaving the content provider totally out of control (and even totally OFF AIR).

Therefore, the most practical video distribution scenario is a dedicated FAST platform for each content provider / distributor / aggregator. Those platforms are quickly overtaking the previous paid subscription based operators. For the viewers, it enables easy access to content, while for the content providers it generates significant ad-supported revenues (which cannot be compared with the ones provided by Social media networks). Content providers can earn not only from ad-supported revenues, as they can as well add some ad-on paid services (such "uninterrupted" view for some premium content etc). Moreover, by launching an own FAST platform, the content provider earns the most important assets of the online distribution era, which is - an own users base (enabling efficient ads campaigns, users engagement via interaction etc).

If you're an audiovisual content provider (TV Broadcaster, Radio station, Production house, Media agency, independent producer etc), you can make the change right now. Contact us and we'll arrange you with your own Free dedicated POC (Proof of Concept) / Pilot, enabling you to go ON AIR. EVERYWHERE:

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