With over a million subscribers, Netflix has firmly established itself as the content streaming service in Australia, and Foxtel is taking notice. With Foxtel continuing to work on its own on-demand streaming service and accompanying hardware, bulking up the online viewing catalogue is a priority — as is ensuring it is legitimate competition.
According to SMH, Foxtel is not only considering adding Netflix to its service (known internally as "Puck") but is also approaching Discovery, the BBC and Viacom for video-on-demand rights to more content.
It's not new for a streaming service to allow access to another streaming service's content — Fetch TV hosts both Netflix and Stan — but this is an unprecedented move for Foxtel, which highlights the uphill battle it is facing. Foxtel is still viewed as the polar opposite to every other on demand service — expensive, inconvenient and inflexible. A new advertising campaign focusing on combating this perception was launched on Sunday night.
Foxtel's "Puck" will be in direct competition with Telstra TV — Telstra is a 50 per cent shareholder in Foxtel. With the announcement of a new CEO for Foxtel last week, it was revealed that Telstra is considering selling off at least some it's share in Foxtel, for $4.5 billion.