Can Foxtel Challenge Stan And Netflix?
In this guest post, Iman Ghodosi (pictured below), VP & GM APAC of Zuora, casts his expert eye over Foxtel’s woes and its valiant attempts to win back subscriber love in the face of Stan and Netflix…
It’s been an interesting few months for Foxtel. In fact, it’s been an interesting year.
In July, The Sydney Morning Herald ran a story on Foxtel customers getting huge discounts as an incentive to remain loyal. One customer who threatened to discontinue their pay TV service was reportedly offered “the entire Foxtel package for just $35 a month”; others can pay up to triple that.
To me this was an interesting development not because people were getting big price cuts, but for the much larger story: how companies born before the advent of the Subscription Economy are responding to a revolution in consumer habits and expectations.
For Foxtel, it’s a story about how they’re rising to the challenge of direct competitors like Stan and Netflix – one a child of the Subscription Economy, the other its flagbearer.
A few days after the “Foxtel slashes prices” article dropped, the company announced it was integrating its service with Netflix and would offer six months of the streaming service for free to any customer, new or existing, willing to take up a 12-month contract. Over the next several months, the News Corp subsidiary will even put a Netflix button on its new remote controls.
Can Foxtel adapt to this new environment?
This latest announcement is Foxtel again responding to fierce competition from companies who have entered the market with a subscription focus and eaten away at their market share. Late last year they launched Kayo, the streaming service giving customers access to live sport like the AFL, NRL, NFL and NBA on demand for as little as $25 per month. (I should declare that Kayo is a client of Zuora.)
Kayo is a bid to win new customers or win back old ones – those who love sport but have never been or are no longer willing to pay for it as part of a premium-priced package, attached to a contract.
The Netflix bundle, though, is a different play entirely. Foxtel CEO Patrick Delany has been upfront in admitting this is all about customer retention. There’s no growth strategy involved.
Will it work? As with any strategic manoeuvre undertaken within the Subscription Economy, success will be determined by how well it accommodates the needs of customers. Will this give them more of what they want, when they want it, where they want it?
Will more freedom create more loyalty?
As a customer of ours recently said “The more freedom you provide your customer, the more loyalty they give in return.” It’s the sort of maxim that I think would have been laughed off as counterintuitive several decades ago, when large companies didn’t need to put the customer at the centre of everything they did. In the Subscription Economy, they must, and that means giving up some perceived ‘control’ in the interests of giving people what they actually want.
This seems to me what Foxtel is aiming for both with its Netflix deal and with Kayo.
Does the Netflix collaboration mean that Foxtel offers what customers need?
Roy Morgan recently released research suggesting that 11.5 million Australians now have access to a Netflix subscription. That’s a massive number given that we have a population of just over 25 million and the service launched only three years ago. By comparison, Foxtel, which launched in 1995 has about 5 million current customers. And if you want to compare apples with apples, Stan, which launched in the same year as Netflix, has about 1.5 million subscribers. Kayo – which is months, not years – old already has 300,000 subscribers.
The numbers don’t lie: consumers want Netflix.
Now, it’s true – in part, the love for Netflix (and for that matter, Stan and Kayo) comes from the freedom of being on a month-to-month subscription. But mostly it comes from the content. Netflix is brilliant at finding out what consumers want to watch. There are few better companies in the world at using data to understand their subscribers.
So I want to look a little bit beyond the Foxtel- Netflix package and delve into what Foxtel is doing with data.
It turns out, quite a lot.
Patrick Delany has talked about a “data transformation” at the company, and in 2018 created the role of chief data and analytics officer. The benefits of that analysis are perhaps still some time away, although we can already see changes being made. The simplification of Foxtel’s main packages that accompanied the Netflix announcement is one hint that their new strategy is bearing fruit.
Challenging times for ‘traditional’ businesses
This new economic era isn’t an easy time for businesses established at a time when subscriptions were a niche concept. Consumers expect something very different from service providers to what they did 20, 10 or even five years ago.
The answer for these established companies, though, isn’t to throw everything out and start all over again as an essentially new company. Even Netflix, famed for their spectacularly successful move from DVD rentals to digital streaming, made the transition over many years – it was an evolution not a revolution.
For any leader, there is always a tension between staying true to what a company is – strengths that have helped a company succeed are sometimes but not inevitably superseded – and making changes that allow it to survive in new terrain.
Foxtel’s leaders are faced with this tension right at the moment. It will be interesting to watch as they negotiate what can seem like a precarious balancing act. There are structures, processes and philosophies from its early history that the company will be eager to retain. How these interact with its brand new strategies, ideas and products will go some way to determining its fate.
Ultimately, though, as part of an industry now thoroughly immersed in the Subscription Economy, Foxtel’s success will hinge on how much freedom it provides its subscribers.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.