Netflix vs Stan - Part 3/3

When comparing Netflix to Stan they have been able to solidify their market position through their content offering and this is a direct result of their advertising efforts.

The main TV series advertised by Netflix has been House of Cards, as it features major hollywood actors, and allows Netflix to grow their market share by appealing to a broad range of people, interested in the topic area of politics and drama.

Source: http://www.christianpost.com/news/house-of-cards-season-3-release-date-netflix-premiere-date-in-2015-delayed-due-to-maryland-tax-feud-115343/

Netflix released the first episode of House of Cards on the 1st of February in 2013, and released in an a fashion which allowed "binge watching" - basically allowing people watch the entire series in one sitting, as opposed to waiting for the show to come out week by week, episode by episode. This model proved successful and allowed Netflix to both gain market share and provide a model in a market which was struggling to find a point of differentiation.

Netflix decided to release season 2 and 3 of House of Cards in a similar, one shot, binge watch type schedule and companion advertising campaign.

Source: screenrant.com

As can be seen in the above banner, copy like "now Streaming", "Season 1" and "Now Only" accompanies the graphic of Kevin Spacey - The villainous main character, Frank Underwood. This advertisement highlights all the beneficial features of House of Cards, and provides an insight into what both Netflix and consumers value in this new, SVOD economy. 

Stan has attempted to do a similar promotion with the series Community.

Source:https://www.facebook.com/Stancomau

Whilst it wasn't made by Stan (Where House of Cards was made by Netlix) Stan has attempted to promote a similar offering of having an entire set of content. However, the shortfall of this offering is that Community isn't made by Stan and it isn't released in one big hit like House of Cards is. 

This means that Netflix has the superior offering over Stan, as they are able to produce, upload and advertise their series in a more exclusive manner than Stan is currently able to do. 

What does this mean for the future of advertising in the SVOD space? We expect more emphasis on the exclusive nature of original content - So expect more "Made by Netflix" or "Only on Netflix" or "First and only on Stan" - The great thing about this all is that the consumer wins. They are able to get a variety of content at a price and plan that is convenient for them. 

Watch the SVOD space, as it will no doubt be a battle ground for advertising! - By Jacob