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Tag: StreamFest

  • StreamFest brings cheer for Netflix

    StreamFest brings cheer for Netflix

    KOLKATA: In a unique promotional gimmick, Netflix offered Indian audiences all of its content for free over a weekend last month. The move seems to have yielded fine results for the streaming service, as it has witnessed a sharp rise in app installs, open rate, daily active usage during that period, according to Kalagato.

    After Netflix stopped offering a free monthly trial, the platform came up with this innovative marketing campaign to get more people to sample and subscribe to the service. On 5 and 6 December, non-users of Netflix could sign up with their name, email or phone number, and password and gain access to the content library without any payment. Following the overwhelming response, the streaming giant came back with round two on 9-11 December.

    One of the most obvious impacts of this campaign by Netflix was an increase in app downloads during the promotion period, with the reach seeing a spike of 13 per cent during the weekend of 5-6 December, compared to average reach of the previous four weekends. Notably, the spike of 15 per cent was sharper on Sunday, compared to 10 per cent on Saturday. All other apps excluding SonyLiv and Wynk remained more or less consistent with previous weeks’ performance.

    (Source: Kalagato)

    Along with improved access, Netflix saw 243 per cent DAU jump during the weekend. Saturday saw a rise of 213 per cent whereas Sunday saw figures reaching 271 per cent over the previous four Sundays.

    (Source: Kalagato)

    This impressive uptick in activity on Netflix, however, did not have any discernible impact on the usage of platforms like Facebook, Instagram, Whatsapp, Twitter or YouTube. Among other OTT apps, Disney+ Hotstar and Amazon Prime Video saw drops of 11 per cent and 17 per cent respectively. SonyLiv and Wynk Movies also saw significant spikes in DAU — to the tune of 127 per cent and 148 per cent respectively.

    Open rates for Netflix saw a spike of 135 per cent on average compared to the previous four weekends, 128 per cent on Saturday, and 141 per cent on Sunday. Amazon and Disney+ Hotstar, on the other hand, witnessed drops of six-eight per cent in open rates during this period. Some of these apps also saw lower time spent on their platforms. According to the report, drops of 10-12 per cent were seen across OTT apps of Amazon Prime Video, Disney+ Hotstar, MX player, Vodafone Play and Voot. On the other hand, Netflix saw a rise of 18 per cent in time spent on Sunday.

  • StreamFest is here for Indians to ‘Netflix & Chill’

    StreamFest is here for Indians to ‘Netflix & Chill’

    KOLKATA: The much-hyped Netflix StreamFest is finally here. The global streaming giant is offering Indian users free access to its vast content portfolio during this weekend (5-6 December).

    "At Netflix, we want to bring the most amazing stories from across the world to all fans of entertainment in India. It's why we're hosting StreamFest: an entire weekend (5 December 12.01am – 6 December 11.59pm) — of free Netflix," Netflix India vice president (content) Monika Shergill said in a blogpost.

    Non-subscribers to Netflix can sign up with their name, email or phone number, and password and start streaming without any payment. However, those who sign up for StreamFest will get access to only one stream in standard definition. This has been done to ensure everyone who comes in gets the best experience.

    "So, during StreamFest, if you see a message saying ‘StreamFest is at capacity’, don't worry. We'll let you know as soon as you can start streaming," Shergill noted.

    Netflix has been promoting StreamFest aggressively through television and its social media platforms for over a month. It has released ad films featuring Anil Kapoor, Yami Gautam, and Nawazuddin Siddiqui. A recent promotional video featuring prominent content creators including Tanmay Bhat, YouTuber Ashish Chanchalani, former FilterCopy actors Ahsaas Channa and Aisha Ahmed, and vlogger Kusha Kapila was released on social platforms.

    “That’s right, it’s time to cancel your plans and settle in to watch Netflix. We don’t need any payment details – just your love and undivided attention,” the streaming service said on its website.

    “We think that giving everyone in a country access to Netflix for free for a weekend could be a great idea to expose a bunch of new people to the amazing stories we have and hopefully get a bunch of them to sign up. We will try that in India and we will see how that goes,” Netflix COO and chief products officer Greg Peters said earlier in an earnings call.

    Elara Capital VP research analyst (media) Karan Taurani said this is a good marketing strategy and a mode of substitution to the monthly free trial which Netflix used to offer earlier. According to him, Netflix has to get new subscribers at the end of the day through some kind of free trial. He added that two days is ample for users to sample a good amount of content. Taurani noted that the streaming giant has to keep rolling out such attractive promotion plans to increase its subscriber base.

  • Netflix to offer free weekend access on 5-6 December

    Netflix to offer free weekend access on 5-6 December

    KOLKATA: Netflix has finally unveiled the dates for its free weekend access to Indian audiences. The viewers can binge Netflix content without subscription on 5 and 6 December during ‘StreamFest’.

    To get access to the vast content catalogue of the streaming service, users have to simply enter their name, email address, and create a password on the dedicated SteamFest page. They will be able to stream the platform across devices including smart TV, gaming console, iOS, and Android apps and on PC. However, the streaming will be restricted to standard definition (SD).

     

     

    The streaming giant is promoting StreamFest aggressively through its social media platforms and has roped in Anil Kapoor, Yami Gautam, and Nawazuddin Siddiqui to spread the word. “That’s right, it’s time to cancel your plans and settle in to watch Netflix. We don’t need any payment details – just your love and undivided attention,” Netflix said on its website.

     

     

    Netflix has been constantly innovating its marketing and promotion strategy in India to get more users to sign up. “We think that giving everyone in a country to access Netflix for free for a weekend could be a great idea to expose a bunch of new people to the amazing stories we have and hopefully get a bunch of them to sign up. We will try that in India and we will see how that goes,” Netflix COO and chief products officer Greg Peters said.