Dubai
Don’t get fazed by anyone saying the death of TV is imminent. Netflix is not about to let that happen at any cost.
If one takes the UAE as a test market, 59 per cent of all Netflix viewing hours are spent in front of television sets. In fact, smart TVs lead the way as the most popular connected TV device followed by media streaming devices such as Apple TVs, Rokus or Chromecasts and game consoles such as Xboxes and PlayStations. (The set-top box too is the medium of choice for some to connect on to Netflix content.) “The TV remains the enduring centrepiece of the consumer’s entertainment experience with the shift from the linear to connected world<“ Netflix said in a statement. “Consumers today are now discovering a new world of entertainment in their homes on connected TVs.”
“People have always enjoyed watching TV and this won’t change anytime soon,” said Chris Jaffe, Vice-President of Product Innovation, Netflix. “The beauty of connected TVs is that they’re able to exploit the best part of the conventional linear TV experience, while leveraging all of the benefits of the connected technology.
“Consumers can now enjoy big screen time at home that is personalised to their unique tastes and preferences, on-demand, immersive and interactive. As consumers discover this with Netflix, the more they love their connected TV experience.”
Across the Middle East, Netflix finds that while majority of membership sign-ups are through mobile devices and laptops, consumers later start getting on to the connected TV as well. Within six months of subscription, 57 per cent of accounts’ primary viewing device become connected TVs in the UAE.
