US-based video-on-demand service Netflix says it will invest in growing its South African user base, as well as look to bring more local original content onto the platform.
Since Netflix's official introduction to SA in January 2016, the amount of content available to South African viewers has tripled. The service says this growing catalogue is one of the main reasons it decided to take a more proactive stance here.
Its EMEA offices are based in Amsterdam, but people responsible for SA will make frequent visits to the country.
Netflix is now present in over 190 countries and costs $7.99 per month. It says it has kept the pricing in dollars to protect itself from currency fluctuations, but as part of its new focus on this market, it will announce a way for users to pay in rand in the coming weeks.
The video streaming service space in SA is already competitive, with the likes of home-grown ShowMax, and Amazon Prime all vying for subscription numbers.
Yann Lafargue, Netflix manager of technology and corporate communications for EMEA, says the company welcomes the competition as he feels it helps educate audiences on the benefits of streaming.
One of Netflix's standout points is its exclusive content. Netflix Originals was started in 2014 with the TV show House of Cards. The company, which originally used to license content from other producers which would only be made available months after launch, wanted to take a stab at creating its own shows.
The first series was a hit and Netflix went on to create 30 original shows over the next year. This year, it produced 1 000 hours or 300 shows (a single show counts for an entire season, full length movie or documentary), and it says there will be close to 700 shows released next year.
Some of the titles include Narcos, Stranger Things, 13 Reasons Why, and The Crown.
Lafargue says Netflix has been in the streaming service game for 10 years and before that it was a DVD mail company. "It is part of the Netflix DNA to constantly reinvent itself."
He says it is now fast becoming one of the biggest production firms in the world.
Creating original content saves on licensing fees and gives users across the globe access to TV shows instantly.
This year, the company spent $6 billion on content; 25% went to creating or acquiring exclusive rights to original content. Lafargue says next year the company will spend $7 billion to $8 billion on content, with the percentage allocated to original content increased.
He says filming of original content is under way in 25 countries in a variety of languages, as Neflix does not want its catalogue to be filled with just US shows.
"Our aim is to bring global content local and take local content global."
There are 109 million Netflix users globally. It estimates this means there are close to 400 million people using the service as it counts each account as a 'home', as data shows more than one person uses it.
Most Netflix users are located outside the US. The company expects six million new users to be added in Q4 this year, with five million being international.
Lafargue says the company is always looking for local content, and while there is no official channel to submit unsolicited content, he says it has talent scouts and content acquisition teams all over the world.
The best way for a local producer to submit a show or to pitch an idea is through an agent, he notes.
Netflix offers three membership plans: the basic plan which allows content to be watched on one screen in standard definition at a time for $7.99, the standard plan which allows two screens to be watched simultaneously in high-definition for $9.99, and the premium plan which allows for up to four screens to be watched at the same time in ultra-high-definition for $11.99.
Users also have the option to download content while connected to WiFi, so they can view it later without using data.
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