Netflix has scored a major partnership with telecom giant SoftBank in preparation of its impending entry into the Japanese market. With this partnership, SoftBank will offer Netflix subscription via the stores and digital outlets it owns, with the monthly fee conveniently included in its mobile carrier bill. Moreover, Netflix’s mobile app will be pre-installed on SoftBank phones, which is a noteworthy move for the OTT content service as it starts to pay attention to mobile streaming.
What Brands Should Do
For brands seeking global expansion, partnering up with a local industry leader is often a good approach. Last year, Uber partnered with Chinese search giant Baidu to better compete with the local ride-hailing apps. In addition, we are seeing more and more digital content companies and telecom companies teaming up for expanding reach, reducing payment friction, and better monetization opportunities, such as Hulu’s recent partnerships with Cablevision and AT&T. And brands of all types need to be mindful of the changing media landscape and adjust media strategy accordingly.