Netflix adds new share feature
Netflix added a new iOS app feature called Moments that allows users to save, share and rewatch their favorite scenes on Netflix. Viewers can bookmark scenes to a “My Netflix” tab for later use and can share their favorite scenes with others through social media platforms. To promote this launch, Netflix launched the marketing campaign “It’s So Good,” with stars including Giancarlo Esposito, Simone Biles, and Cardi B geeking out over their own favorite scenes.
The Circana Take:
- Netflix continues to create new ways to enhance the user experience. This feature will increase engagement through user generated promotion.
Disney+ Top 10 List
Disney+ added a new Top 10 list showing the most streamed content on the service. The list is derived from total movie and TV episode views within a given day and by popularity of new titles. Rankings are different depending on subscription type. Topping the list is “Hocus Pocus,” “Agatha All Along,” and “Halloweentown.” Netflix launched its own Top 10 list in 2020 so users can see what is popular. This will aid channel surfers who cannot decide what to watch.
The Circana Take:
- As streaming providers battle for share in an oversaturated market, features like this are all about driving engagement – just like the Netflix Moments feature.
Universal licensing deal with Netflix
Universal will be moving its licensing deal for live-action films from Amazon to Netflix. Universal already licenses its animated movies on Netflix, and in 2027 the company will expand its slate to include live-action movies within eight months after theatrical release. The agreement states that approximately four months after theatrical release, Universal movies debut on Peacock. After another four months, the movie shifts to Netflix exclusively for 10 months at which point the film goes back to Peacock.
The Circana Take:
- Licensing deals are another way to grow revenue by offering more content to subscribers and with Netflix’s strong history, this is a win-win for both companies. With so much content and original programming available, we look for more companies to take advantage of licensing deals to increase audience scale.