Since reinventing itself as an online video subscription platform Netflix has transformed the paid video market. By delivering its online offering into consumers’ living rooms through connected TVs it removed the barrier between the TV and the internet.  A competitive pricing strategy and commissioning attention-grabbing content bought the platform consumer mindshare both in its core US market and internationally. On-demand programming combined with commissioning shows targeted at specific consumer segments presents audiences with a compelling alternative to expensive Pay-TV bundles. The steady increase in cord cutters and cord nevers means that the traditional Pay TV sector is quickly having to learn best practice from Netflix in a bid to survive and thrive in this new market.

Companies mentioned: Netflix, HBO, Sky, HBO Now, Sky Go, Apple, Apple TV, The Echo Nest, Next Big Sound, Comcast, Time Warner Cable, Brighthouse, Charter