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Netflix in Europe

  • December 2014
  • -
  • IDATE
  • -
  • 59 pages

Local video players strike back

As Netflix takes an important step in its international expansion strategy with almost simultaneous launches in six European countries, including Germany and France, this report examines the North American giant's prospects for success in its deployment strategy.

It is based on an in-depth study of four European markets with varied profiles, namely Germany, France, the Netherlands and the United Kingdom.

By comparing the major features of the audiovisual sector, analysing the main SVOD services on offer in these countries (national and North American), and identifying the strategies adopted by these services, the study reveals the key factors that are likely to promote or impede the development of Netflix in Europe. It also provides forecasts for penetration of the service and its competitors in the four markets covered.

Table Of Contents

Netflix in Europe
1. Executive Summary

2. Methodology and definitions
2.1. General methodology of IDATE 's reports
2.2. Methodology specific to this report and definitions

3. Characteristics of the audiovisual landscapes
3.1. Evolution of the audiovisual market in Germany
3.1.1. Access to communications services
3.1.2. Video consumption in Germany
3.1.3. The video market in Germany
3.2. Evolution of the audiovisual market in France
3.2.1. Access to communications services
3.2.2. Video consumption in France
3.2.3. The video market in France
3.3. Evolution of the audiovisual market in the Netherlands
3.3.1. Access to communications services
3.3.2. Video consumption in the Netherlands
3.3.3. The video market in the Netherlands
3.4. Evolution of the audiovisual market in the United Kingdom
3.4.1. Access to communications services
3.4.2. Video consumption in the United Kingdom
3.4.3. The video market in the United Kingdom
3.5. AVMS and EU regulations
3.5.1. Scope and definition of on-demand audiovisual media services (AVMS)
3.5.2. Broadcasting obligations and promotion of European works
3.5.3. Release windows for movies

4. SVOD offerings compared
4.1. Scope of SVOD
4.2. The German SVOD market
4.2.1. The main SVOD offerings in Germany
4.2.2. Players ' strategic positioning
4.3. The French SVOD market
4.3.1. The main SVOD offerings in France
4.3.2. Players ' strategic positioning
4.4. The Dutch SVOD market
4.4.1. The main SVOD offerings in the Netherlands
4.4.2. Players ' strategic positioning
4.5. The UK SVOD market
4.5.1. The main SVOD offerings in the United Kingdom
4.5.2. Players ' strategic positioning

5. What are the chances of success for Netflix and its competitors in Europe?
5.1. Europe: a new growth area for North American players
5.1.1. North American players already everywhere
5.1.2. The main growth driver for Netflix
5.1.3. Leadership already confirmed
5.1.4. Strengths and weaknesses of North American services
5.2. Opportunities and threats
5.2.1. Access to SVOD services
5.2.2. Ownership of exclusive premiere content rights
5.2.3. Competition from premium pay-TV
5.3. Market forecasts
5.3.1. Germany
5.3.2. France
5.3.3. Netherlands
5.3.4. United Kingdom

List of Figures

Figure 1: Forecasted SVOD subscriptions in the United Kingdom, Germany, France and the Netherlands in 2018
Figure 2: Access to linear television on the primary screen in Germany, 2010 -2014
Figure 3: Access to pay-TV in Germany 2010-2014
Figure 4: Penetration of pay-TV, access and premium offerings in Germany, 2010 -2014
Figure 5: Penetration of access to bidirectional managed networks and the Internet on fixed and mobile networks in Germany, 2010 -2014
Figure 6: Linear TV viewing time and growth rate in Germany, 2009 -2013
Figure 7: Digital and physical sales volumes and rental transactions in Germany, 2010 -2014
Figure 8: Number of subscriptions in Germany, 2010 -2014
Figure 9: Revenue distribution of linear television by source in Germany, 2010 -2014
Figure 10: Transactional video revenue distribution by product type and services in Germany, 2010 -2014
Figure 11: Access to linear television on the primary screen in France, 2010 -2014
Figure 12: Access to pay-TV in France, 2010 -2014
Figure 13: Penetration of pay-TV, basic access and premium offerings, France, 2010 -2014
Figure 14: Penetration of access to bidirectional managed networks and the Internet on fixed and mobile networks in France, 2010 -2014
Figure 15: Viewing times for linear TV, recorded TV and online TV in France, 2009 -2013
Figure 16: Digital and physical sales volumes and rental transactions in France, 2010 -2014
Figure 17: Number of subscriptions in France, 2010 -2014
Figure 18: Revenue distribution of linear television by source in France, 2010 -2014
Figure 19: Transactional video revenue distribution by product type and services in Germany, 2010 -2014
Figure 20: Access to linear television on the primary screen in the Netherlands, 2010 -2014
Figure 21: Access to pay-TV in the Netherlands, 2010 -2014
Figure 22: Penetration of access to bidirectional managed networks and the Internet on fixed and mobile networks in the Netherlands, 2010 -2014
Figure 23: Linear TV viewing time and growth rate in the Netherlands, 2009 -2013
Figure 24: Videogram sales volumes and rental transactions in the Netherlands, 2010 -2014
Figure 25: Revenue distribution of linear television by source in the Netherlands, 2010 -2014
Figure 26: Transactional video revenue distribution by product type and services in the Netherlands, 2010 -2014
Figure 27: Access to linear television on the primary screen in the UK, 2010 -2014
Figure 28: Access to pay-TV in the UK, 2010 -2014
Figure 29: Penetration of access to bidirectional managed networks and the Internet on fixed and mobile networks in the UK, 2010 -2014
Figure 30: Cumulated viewing times for linear TV, recorded TV and online TV in the UK, 2009 -2013
Figure 31: Digital and physical sales volumes and rental transactions in the UK, 2010 -2014
Figure 32: Number of subscriptions in the UK, 2010 -2014
Figure 33: Revenue distribution of linear television by source in the UK, 2010 -2014
Figure 34: Transactional video revenue distribution by product type and services in the UK, 2010 -2014
Figure 35: Comparison of the French and UK release window approaches
Figure 36: Market share of the main stand-alone SVOD services in Germany at the end of the first half of 2014
Figure 37: Positioning of the main SVOD offerings in Germany
Figure 38: Market share of the main stand-alone SVOD services in France at the end of the first half of 2014
Figure 39: Positioning of the main SVOD offerings in France
Figure 40: Positioning of the main SVOD offerings in the Netherlands
Figure 41: Market share of the main stand-alone SVOD services in the UK at the end of the first half of 2014
Figure 42: Positioning of the main SVOD offerings in the United Kingdom
Figure 43: Footprint of the major North American SVOD services as of 30 November 2014
Figure 44: Netflix subscriber growth by region between 2011 and mid-2014 and relative share of Europe
Figure 45: Breakdown of SVOD market in subscription volume by type of provider (end of June 2014)
Figure 46: Penetration of access to bidirectional managed networks and the Internet on fixed and mobile networks in Germany, France, the Netherlands and the United Kingdom, 2010 -2014
Figure 47 Forecasts for connected device and equipment penetration by category in Europe, Germany, France, the Netherlands and the United Kingdom
Figure 48: Ownership of rights to air premieres of movies from the 6 major North American studios (Disney Studios, 20th Century Fox, Universal, Warner Bros., Sony Pictures, Paramount) in the major Europeans markets as of 30 September 2014
Figure 49: Original series available on video services from Amazon, Netflix and Hulu
Figure 50: Penetration of pay-TV television services including premium in Germany, France, the Netherlands and the United Kingdom in 2013
Figure 51: Forecasts for subscriptions to SVOD services and subscriber base estimates for Netflix and Amazon, Germany, 2014 -2018
Figure 52: Forecasts for subscriptions to SVOD services and subscriber base estimate for Netflix, France, 2014 -2018
Figure 53: Forecasts for subscriptions to SVOD services and subscriber base estimate for Netflix, the Netherlands, 2014 -2018
Figure 54: Forecasts for subscriptions to SVOD services and subscriber base estimates for Netflix and Amazon, United Kingdom, 2014 -2018

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