Upfronts season: As two BVOD markets emerge, is Netflix and co’s entry a validation of SBS’ premium strategy?
With Netflix now live in the Australian ad market, SBS boss James Taylor reckons the broadcaster is ready to succeed in the ‘premium BVOD market’, welcoming the competition from Binge and Disney+ to come too. With low ad load and a world-class offering, he says it isn’t looking at Seven, Nine and Ten, which are simply aiming to replace linear consumption, while SBS is ‘larger than we’ve ever been’ after successfully cannibalising itself in recent years.
Netflix is officially live in market with its ad-offering in Australia, and SBS managing director James Taylor reckons not only is this not a threat to his own ad-supported streaming business, it is an affirmation of the broadcaster’s strategy.
“The first thing I’d say about the entrance of Netflix and others is that it’s a validation of our strategy,” Taylor says on today’s Mumbrellacast special. “It’s a recognition that that’s an important part of the ecosystem to be operating in as the ecosystem has matured.”
He says the strategy for SBS OnDemand has always been to be highly differentiated in the BVOD space, have a premium content offering, a world-class digital experience, and a low-clutter, low-minute environment.
