Netflix is arguably the single largest streaming service with more than 109 Million Subscribers worldwide. The company began out as a DVD rental service and soon pivoted to a full-fledged online streaming model. Netflix has fuelled a new sect of people who ditch the traditional cable tv and are usually referred to as cord cutters. With the advent of Netflix, the cable companies have been struggling to match up their offering by including online streaming services as well.
Netflix made its entry in India last year and has already produced a couple of Netflix Originals for the Indian audience. That said, Netflix is now trying to tie-up with cable TV operators in India in an attempt to increase their user base in the country. Netflix already has a tie-up with Airtel and Videocon and is now trying to rope in other DTH providers. In fact, Videocon d2h has a dedicated Netflix button in some of its remote control units.
The plan to relay its content via cable operators is not limited to India. Netflix is apparently also looking out for similar partnership in other Asian countries including Malaysia and Singapore. On a related note, I have come across many local ISPs who are offering unlimited Netflix streaming on their home broadband plans. According to Netflix, the connected televisions are the prime source of Netflix viewing and 34% of the viewing hours in India is via a TV.
This is what Netflix director-partner Nigel Bapiste had to say “We are actively engaged with cable operator partners in India to get Netflix included in set-top boxes that are already present in the homes of millions of people and ideally get the Netflix button on the remote controls later.”
Cutting the chase, the best aspect of this proposition is that most of the Indian TV viewers will get a taste of Netflix without having to opt for a smart TV or a Casting device. Yet another advantage would be the seamless integration, viewers will find it easy to adapt to Netflix if it is packaged along with other channels on the DTH.