Netflix, Inc. ’s first feature film ‘Beasts of No Nation’ was opposed by the theater owners across the country, who refused to play the movie in their theaters. That may have seemed like an over-reaction to many, but two weeks after the release of the movie the exact reason for that theater terror is becoming clearer. The firm is, however, downplaying the importance of its tussle with theaters.
Netflix vs. theaters
On Monday, Netflix’s Chief Content Officer Ted Sarandos told the Deadline that ‘Beasts of No Nation’ has been a huge success in the US, where it has been already viewed over 3m times. These numbers are not big enough to boast when compared to any blockbuster. But for Netflix, it indicates that its subscribers are interested in trying anything that the firm offers, at least once.
When Sarandos was asked about the so-called battle between Netflix, Inc. and the theaters, he said the whole situation has been blown out of proportion. The whole debate and they about windows, and theater owners and splits is all very interesting, but such things are hardly a concern to the consumers, Sarandos said. All that matters to them is watching a great movie anywhere.
“It’s a very sexy thing to talk about whether there’s a feud, but I think what’s really happening here is that we’re offering consumers a lot of choices they didn’t have just a few years ago,” the executive said.
Netflix alters viewing behavior
Netflix only recently entered the movies, but it has been dominating the small screen for long, and a new data from GfK proves it again, though in a different way. Almost everyone is aware that Netflix dominates the downstream of fixed U.S. ISP networks, but based on a new data GfK a different angle on the impact of OTT-SVOD service on the viewing behavior of the consumers has come forward.
Regular Netflix users make use of the service for watching 10 TV shows per week on average and four movies, found GfK’s study. The number of shows that Netflix users watch per week has doubled from last year.
One important find was that in three years, Netflix, Inc. viewing on the mobile devices has more than doubled. Around 24% of regular Netflix users made use of one or more mobile platforms in the past month for viewing the service. This was merely 10% 3-years back.