Netflix’s ‘Watch Instantly’ streaming service is available on so many devices now it’s probably easier to list those that don’t carry it. The PS3 is the latest to join the ranks. And ‘Watch Instantly’ is now such a huge part of the service that it’s surely here to stay, and inevitably grow in the future.
From Mail To The Web
In the 12 years since Netflix launched as a purely by-mail DVD rental company, the world has changed considerably, particularly with the Internet becoming the distribution method of choice for all kinds of media, including of course television and movies.
So it’s no wonder that the company decided to introduce a streaming video service as part of its subscription package a few years ago. And the way things are going, it’s that part of the business which provides the future direction for Netflix.
Three Ways To Heaven
Last month saw Netflix announce its Q3 earnings. Ignoring the financial results, the interesting news was threefold: the company is planning to go international; there was talk of a new device being added to the streaming line-up; ‘Watch Instantly’ viewing figures showed the service to be very popular.
As of yet we haven’t heard any more about the international plans, but the other two points raised have been expanded upon.
PS3 Netflix Streaming
The day after the Q3 earnings report came news that Netflix’s ‘Watch Instantly’ was heading to the PS3 in the United States. It’s been available on the Xbox 360 since last year’s dashboard update but is now coming to the Sony games console as well.
With an installed user base of nine million avid gamers and media consumers, it’s an inspired move. And it ends the exclusivity deal Netflix had with Microsoft for the best part of a year.
According to a corporate blog post today, the PS3 discs which are required for Netflix’s ‘Watch Instantly’ to be used have started to be shipped today. 100,000 Netflix subscribers and PS3 owners who requested the discs are the first batch to receive them, with more to follow in time.
Watch Instantly Watched Incessantly
This news comes as a survey conducted by One Touch Intelligence, and reported by Contentinople, shows how mainstream the use of ‘Watch Instantly’ has become. 62 percent of subscribers say they’ve used the service at least once, while 54 percent said they stream at least one movie or TV show every month.
While most still stream directly to their computers, 24 percent stream content to a connected device. And that figure is sure to increase as the range of products streaming ‘Watch Instantly’ grows.
A Streaming Future
Surely now is the time for Netflix to start considering a streaming-only subscription option as Netflix CEO Reed Hastings has previously implied could happen. While physical media such as DVD and Blu-ray are still important, the future is clearly both digital and streaming. And Netflix is in the best position to take advantage of this evolving market.
