As streaming struggles intensify, Netflix hopes {that a} new partnership with Samsung will assist push back rivals. At Samsung's unpacked occasion this week, the cell system producer introduced a contract with Netflix that provides its Galaxy smartphones particular bonus content material for a number of unique Netflix exhibits. Via the partnership, Netflix may combine its streaming service deeper into Samsung units.

The ultimate a part of the partnership, which incorporates system integration, is fairly customary. Within the case of Netflix, Samsung permits customers to launch Netflix content material via its voice assistant Bixby. Netflix can even present suggestions for Samsung customers and will probably be higher built-in with sure Samsung cell options similar to search and the Samsung Day by day discovery platform.

It's not unusual for Samsung to work with know-how corporations to supply tighter integration and distribution for his or her app. For instance Samsung and Spotify announced a proper partnership in 2018 that has since led to consumer-oriented options similar to The deep integration of Spotify with the brand new Galaxy Buds +, Galaxy S20 and Galaxy Z Flip.

The brand new Netflix content material partnership, nonetheless, is exclusive.

Though Netflix has not gone so far as saying unique sequence or movies which are solely obtainable to Samsung customers, it gives bonus content material to Samsung system house owners that can not be discovered elsewhere. This contains behind-the-scenes footage, accompanying tales and different bonus content material – a big a part of which, in fact, was taken by the brand new digital camera of the Samsung Galaxy S20.

Bonus content material will initially be obtainable for exhibits similar to "Narcos: Mexico", "Sintonia", "Elite" and "Netflix is ​​a Joke". Based on Netflix, extra bonus content material will probably be obtainable sooner or later.

The 2 corporations have had a relationship for many years during which they’ve labored collectively on joint advertising campaigns and different promoting. Up to now, nonetheless, they haven’t concluded such a content material deal.

"The mission of this partnership is to make the Netflix viewing expertise on Samsung telephones pretty much as good as potential," Netflix CMO Jackie Lee-Joe introduced the corporate's plans Samsung event. "Which means much more customers can take pleasure in our world-class tales throughout all genres via even higher product integration with Galaxy cell units," she mentioned.

The partnership comes at a important time for Netflix. It’s Subscription growth in the US has remained flat, although international growth is booming. Maybe extra importantly, how Netflix is ​​battling a slew of recent streaming opponents who’ve cash to burn – together with Disney +, Apple TV +, HBO Max from WarnerMedia, Peacock from NBCU, and Quibi.

What’s worse is that these new streaming companies already provide alternatives for tight integration into cell units or enter into partnerships that allow them to distribute their service to tens of millions.

Instance: (TechCrunch mother and father) Verizon is offers its mobile subscribers a free year with Disney +, Jeffrey Katzenberg's cell streaming service Quibi works with T-Mobile, NBCU proprietor Comcast has its personal cell community, Xfinity Cellular, and HBO Max comes from WarnerMedia from AT & T. And Apple is in the interim only give away Apple TV + for free to everybody who buys a brand new iPhone, iPad, iPod contact, Apple TV or Mac.

This leaves Netflix with out a aggressive gross sales technique. And the one viable possibility to realize related world scaling is Samsung. which had a worldwide market share of 18.8% within the fourth quarter of 2019 (when it comes to deliveries) in comparison with 20% at Apple. Samsung additionally has a strong distribution in key worldwide markets the place Netflix is ​​rising quickest.

One argument in opposition to the Samsung partnership is that providing bonus content material to Samsung customers might alienate those that see Netflix on different platforms. Forbes even directed to maneuver as "controversial". A Netflix spokesman, nonetheless, confirmed with TechCrunch that the particular content material will probably be posted on Samsung Day by day, in addition to on and Samsung's social channels, "so everybody can take pleasure in it."

Additionally they informed us that Samsung doesn’t have the unique rights to the content material – in actual fact, Netflix has the proper to publish the content material by itself social media channels if it so needs.

"We imagine that this vital partnership will present tens of millions of Samsung Cellular customers around the globe with the most effective cell leisure expertise and make discovering new tales around the globe simpler than ever," mentioned Lee-Joe.

Replace, 2/13/20 4:30 p.m. ET so as to add that Netflix has the proper to publish the bonus content material as properly, which makes this a non-exclusive provide.


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