Netflix Looking To Replicate Console Streaming Model In UK, Ireland

Author: by Kyle Orland, Mike Rose

Alongside today's announcement that Netflix will be introducing its popular streaming video service in the UK and Ireland, a spokesperson tells Gamasutra the company is looking to emulate the existing practice of offering the service through a number of consumer devices, including game consoles. While the spokesperson couldn't yet offer specific details on which devices would offer Netflix streaming in the new countries, he noted that "Netflix is available through a wide variety of consumer electronics devices in the US, Canada and in Latin America" and that the company "will look to replicate that model in the UK as well." Netflix plans to launch its streaming service in the UK and Ireland in early 2012, the company said today, though it will not be bringing its rent-by-mail DVD shipping service to the new countries. The service will compete against UK subscription streaming offerings like LoveFilm, which is available through PS3 units and free streaming services like BBC iPlayer, currently available on Wii and PS3 and expected soon on Xbox 360. A May study from Sandvine Incorporated found Netflix streaming through game consoles represented up to 20 percent of all North American internet traffic during peak usage times. A July Nielsen report estimated that half of all Netflix subscribers use a game console to stream content on their TV. Wii users represented half of those console streamers, with Nintendo reporting upwards of 1.5 million daily Netflix users on the system.