It looks like Netflix is readying its push into the land down under.
Australian news site Mumbrella is reporting that Netflix has tapped both a creative and a social media marketing agency to help the company’s move to the country.
And the campaign could be a big one. From Mumbrella:
It is thought the service will launch a multi-million dollar marketing blitz when it does enter the market, worth upwards of $20m. However, that could be as late as the second half of next year as it looks to tie-up content rights for local programs.
Netflix hasn’t confirmed the move into Australia, but its execs have hinted at it in the past. Last month, Ted Sarandos said that Australia and New Zealand were “very attractive territories that are English-speaking and love US content”.
Netflix is expected to land in at least Australia some time next year.
And you better believe that this has the networks scurrying.
From the Sydney Morning Herald:
“When it comes to an Australian subscription service to rival Netflix the networks couldn’t strike a deal and decided to go it alone – a decision they may regret down the track. Instead of working together they’ve looked for partners elsewhere. Ten is reportedly considering a deal with Foxtel while Seven is looking to Quickflix, Optus or perhaps even Foxtel’s Presto. Nine is the only commercial network to put its cards on the table – teaming up with Fairfax (publisher of this news site) to offer the Netflix-style StreamCo.”
And StreamCO has just receive a rebranding – and it’s now called “Stan”. Stan, which is expected to launch in early 2015, will cost about $10 a month and has already gained exclusive rights to Breaking Bad and the upcoming Better Call Saul.