Over the last few years, Netflix has seen a surge in its base of "streaming" customers, with the latest figures indicating that the company has thrice as many streaming subscribers as as DVD subscribers in the U.S. (Of course, quite a few subscribers, myself included, have both options at the same time, so I am not sure how this figure accounts for those). This rapid growth in streaming has increased the importance of the role played by ISPs such as Comcast in Netflix's value chain - think about Comcast as being the "retail/distribution" outlet for Netflix, in a sense.
With Comcast now entering streaming in a big way through Xfinity (in direct competition with Netflix - download WSJ article Download Comcast Takes Aim at Netflix - WSJ), that clearly drives up Comcast's bargaining power vis-a-vis Netflix. The latest chapter in this battle comes in the form of Netflix CEO, Reed Hastings' public complaint against Comcast for favoring its own service, Xfinity, over rival streaming services (such as Netflix) when it comes to imposing bandwidth caps. In other words, if you were to watch a program through Netflix on Xbox 360, then Comcast deducts the data used against the user's monthly allotment (of 250 GB). If you watch it using Comcast's own Xfinity service on Xbox 360, this does not count against your data cap.
Thinking back to our discussions on value chains, this is a situation where a firm needs to manage its downstream partners in a way that maximizes value creation, and also value capture. How would a successful vertical architect handle this situation? Clearly, one option for Netflix to increase its power in the value chain is to create more "demand pull", i.e. create a strong demand for Netflix among end-users who may start switching ISPs if they run up against Comcast's data caps. Netflix's efforts to increase the size of its streaming video library and its push to create original and exclusive content (e.g. the recent hit series "House of Cards" as well as the May release of new episodes of Arrested Development) should all help in this regard, but are probably longer-term fixes.
In the short-term, Netflix is also turning to the powers of lobbying to ensure that its voice is heard in the debate on net neutrality.
Is this a losing game for Netflix? The next few years will tell.
Image courtesy witproductions.wordpress.com
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