JANUARY, 20, 2017 – Traditional TV networks are following Netflix Inc. lead by releasing all new episodes of a series at the same time.
It is a step to win over binge viewers, who do not want to wait a week for the next instalment.
The move poses a direct challenge to Netflix and a way for more traditional networks to reach for younger, digital-savvy consumers, who insist on watching on their own schedules.
The News Agency of Nigeria (NAN) reports that Netflix Inc. is an Internet television network, with over 86 million members in over 190 countries, enjoying hours of television shows and movies per day, including original series.
Walt Disney Co-network Freeform, which targets a younger audience, put the entire 10-episode season of the new sci-fi drama, “Beyond,’’ on digital and on-demand platforms on Jan. 2, a first for the channel.
“There are moments when it is really hard to make a decision about a pickup; this is not one of those moments.
“Roughly 14 million people watched “Beyond’’ on TV and online during the first week; about 745,000 have finished the season on various platforms,’’ Freeform President, Tom Ascheim, said.
In its earnings report this week, Netflix highlighted growing competition from rivals that are adopting the strategy.
Britain’s BBC, for example, announced earlier this month it would distribute full seasons of major series on its digital platform before the episodes run on traditional linear television.
“We presume HBO is not far behind the BBC; it is becoming an internet TV world, which presents both challenges and opportunities for Netflix, as we strive to earn screen time.
“We popularised binge-viewing with the 2013 release of the entire season of `House of Cards,’.
“The company’s monthly subscription service reached 94 million customers at the end of 2016,’’ Netflix said.
Comcast Corp’s NBC became the first U.S. broadcast network to try the release-at-once idea in 2015, when it puts 13 episodes of drama “Aquarius’’ online, right after the premiere aired on TV.
NBC Entertainment Chairman, Bob Greenblatt, said shortly after the experiment that he would consider it again for the occasional show, but it would not become standard practice.
“The tactic is not popular with affiliate stations.’’
However, Andy Donchin, Chief Investment Officer at Dentsu Aegis Network, said that advertisers see some advantages to the release of entire seasons in one batch.
“If people want to binge-view like that, and they seek it out, they are probably highly-engaged viewers.
“If you are engaged in the programme, hopefully, you will be just as engaged with the commercials,’’ Donchin said.
