The age of the Internet has broke down the barriers that once existed between Australia and the rest of the world. We’re keenly aware that there are vast numbers of products and services available overseas that we want to take advantage of but either can’t, because they don’t want to bring it to us, or won’t because it’s far too expensive. We’re a resourceful bunch though and whilst companies will try their darnedest to make us pay the dreaded Australia Tax we’ll find a way around it, legitimately or otherwise. Probably the most popular of services like this is Netflix which, even though it’s not available here, attracts some 200,000 subscribers here in Australia. That number could soon rocket skywards as Netflix has finally announced that they’ll be coming to our shores early next year.
Australia will be the 16th country to receive the Netflix service, 7 years after they originally launched in the USA. Whilst there’s been demand for them to come Australia for some time now the critical mass of semi-legitimate users, plus the maturity of the cloud infrastructure they will need to deliver it here (Netflix uses AWS), has finally reached a point where an actual presence is warranted. Details are scant on exactly what they’ll be offering in Australia but looking at the other 14 non-US countries to get Netflix we can get a pretty good idea of what to expect when they finally hit the go live button for the Australian service.
For starters the full catalogue of shows that the USA service has will likely not be available to Netflix Australia subscribers. Whilst original content, like House of Cards or Orange is the New Black, will be available the content deals inked by rights holders with other companies in Australia will unfortunately take precedent over Netflix. This doesn’t mean that this won’t change over time as it’s highly likely that rights holders will look to move onto Netflix as old contracts expire but it might put a damper on the initial uptake rate. Considering that there are numerous services to change your Netflix region to get the full catalogue though I’m sure the restriction won’t have too much of an effect.
The DVD service probably won’t be making it here either, although I don’t think anyone really cares about that anyway.
Probably the biggest issue that Netflix will face coming to Australia is the dismal state of the Internet infrastructure here. Whilst most of us have enough speed to support some level of streaming the numbers of us that can do anything above 720p is a much more limited market. As long time readers will know I have little faith in the MTM NBN to provide the speeds required to support services like Netflix so I don’t think this is a problem that will be going away any time soon. Well, unless everyone realises their mistake at the next election.
Overall this is good news for Australia as it has the potential to break the iron grip that many of the pay TV providers have on the content that Australians want. It might not be the service that many are lusting after for but over time I can see Netflix becoming the dominant content platform in Australia. Hopefully other content providers will follow suit not long after this and Australia will finally get all the services it’s been lusting after for far too long. Maybe then people will realise the benefits of a properly implemented FTTP NBN and I’ll finally be able to stop ranting about it.