Netflix to launch in Singapore early next year
A person uses Netflix in Palo Alto, California. AP file photo
SINGAPORE — Fans of TV shows Orange is the New Black and House of Cards, rejoice: Internet television network Netflix will arrive on Singapore’s shores early next year.
When launched, users will be able to subscribe to the network’s movie and TV streaming service, with analysts saying the new competition could potentially put pressure on local telcos SingTel and StarHub.
Netflix will open an office in Singapore in the coming months and make it the hub for its expanding operations in Asia. Besides Singapore, the service will also be launched in South Korea, Hong Kong and Taiwan early next year, the company said in a press statement today (Sept 9). The move is part of Netflix’s global rollout plan, which saw its service launched in Australia and New Zealand earlier this year and in Japan last week.
For a set monthly fee, Netflix subscribers will be able to watch “a curated selection of popular TV shows and movies” on any Netflix-ready device, such as a television or smartphone, and a range of Internet-capable game consoles and set-top boxes. Members will also be able to watch, pause and pick up on another device at home or while on the go.
Netflix declined to elaborate on which titles would be available here, but said that it will offer a broad variety of entertainment, including original series and films for a low monthly fee.
There will also be a wide selection of programming for children. Details on pricing, programming and supported devices will be available at a later date.
“It’s something we anticipated since it launched in Australia, and it’s good to have a new source of entertainment. Consumers will have more options,” said Mr Clement Teo, senior analyst at Forrester Research.
“The Asian marketplace is ripe for the picking, especially in countries that have built solid mobile broadband and wired infrastructure at reasonable price points, and a high penetration of PCs, smart TVs and mobile devices.”
Mr Foong King Yew, vice-president of IT research firm Gartner, said: “(There are now) more choices for consumers. They can expect more attractive price plans and innovative service packages as existing service providers prepare for competition.”
The entrance of a new player could also see some existing service providers restructure their current entertainment offerings, analysts said.
“It will be a real competitor as consumers can go direct and not have to subscribe to a telco’s offering just to receive Netflix. Telcos will need to consider unbundling their content (for example, only HBO) or offer more value to consumers to remain relevant,” said Mr Teo.
“Internet protocol television (IPTV) and cable TV providers will have to pay more attention to customer preferences and provide more appealing content. I expect that they will have to fight harder to retain share of the consumer wallet,” Mr Foong said.
When approached by TODAY, Singtel said that Netflix’s expansion to Singapore would provide more options for customers.
“We welcome competition as consumers stand to benefit from more choices, and as the ‘Home of Sports’, Singtel TV has taken active steps over the past years to make our offerings more vibrant,” a Singtel spokesperson said, adding that it has more than 200 channels of content. “(But) while we are big believers in content and more consumer choice, the authorities must ensure a level playing field for licensed content players like us,” the spokesperson added.
Meanwhile StarHub said: “Today’s dynamic marketplace presents new opportunities for StarHub and we are always keen to explore partnerships that deliver value to our customers,” said Ms Lin Shu Fen, StarHub’s Head of Entertainment & SmartLife.
As Netflix works its way into Singapore’s tightly censored media landscape, there are still some considerations for the company to tackle before it can get a sure foot in.
“The downside is if the Media Development Authority (MDA) starts to enforce its censorship rules on players like Netflix, which could dampen demand as some consumers prefer unfettered access and uncensored content,” said Mr Teo.
Responding to TODAY, an MDA spokesperson said: “MDA welcomes Netflix’s expansion to Singapore. It will inject greater vibrancy into our media sector and provide viewers with more choices. MDA will work with Netflix to familiarise them with Singapore’s regulations and media capabilities ahead of their arrival.”
