Monogamy. A joy for some who need the security of the familiar night after night, a pain for others for whom newness and discovery is essential to happiness. When it comes to streaming services, people’s level of commitment is not that different.
Everyone seems to be wedded to at least one major VOD ecosystem and/or SVOD service that they will maintain indefinitely and is their default option to view things. Sure they’ll have dalliances with another service or two every now and then, but most nights they’ll come back to the familiar and for many that life partner is Netflix.
Speaking to investors on a recent earnings call (via Deadline), Netflix’s chief Reed Hastings says he understands Netflix is in an effectively open relationship with its customers but he’s happy said customers seem them as the safe and easy choice even if said customers eyes wander toward the flashy new figure on the block occasionally:
“We want to be like your primary, your best friend, the one you turn to. And of course, occasionally there’s ‘Hamilton’ and you’re going to go to someone else’s service for an extraordinary film. But for the most part we want to be the one that can just always please you, be the convenient, simple easy choice.”
Netflix is at the top of the heap with nearly 200 million subscribers around the world, adding ten million in the most recent quarter, and having one of the largest libraries of original exclusive content with many of its rivals only amassing a fraction of that subscriber base.
The company has also indicated it will now automatically pause billing on accounts of those who have not watched anything for the last two years. The company says that an auto-pause on billing after an extended period of non-use is a very pro-consumer and they will sustain a slight hit to revenue due to this.
