This week on Mindshare's Culture Vulture Live, Karina Marinha talks about offline video.
Netflix has announced a new feature that lets users download select programming to their mobile devices. That way, if you're in a place with no Internet connection, you can watch one of the shows that you have saved to your phone or tablet.
Netflix actually isn't the first player to make a move like this. Amazon and iTunes already let you download video content, though in the case of iTunes, that comes with rental fees.
For a lot of people in countries like the U.S. or Canada this pretty much means that you can watch Netflix on the go, be it on a long plane ride or on the subway. But in developing nations, consumers don't always have a strong enough Internet connection to continuously stream something. With this new feature, if you go somewhere with strong WiFi, you can download a bunch of content at once to watch later. For Netflix, it could help attract new users worldwide.
As for brands, there's a couple of takeaways to keep in mind. For one, the continued importance of making things convenient for your consumers and finding new ways to meet their needs.
This move also continues the unbundling trend of the last few years. Unbundling doesn't just apply to TV, but also the way people are interacting with brands overall. Whether it's menu options or new technologies, more consumers are seeking solutions that are customized to their taste, cutting out extra things they don't need.
It's something that all marketers should keep in mind. And, at the very least, if you've got a long flight home for Christmas, you have something new to watch.
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