Paradigm shift: Netflix says “brick and morter doomed,” Blockbuster says “we’re going On Demand”
Friday, September 9th, 2005Glimpses of the future are visible through the clouds of speculation and announcements. Yet more evidence of a digital future on the horizon from some of the industry’s biggest players. There are a few factors at play here. They are, to whit:
1) “We called ourselves Netflix, not Mailflix.” Netflix has had their eyes on movie downloads since their inception, Hastings commenting on numerous occasions that he views the coming of a video on demand staple as a long time coming. To back this up, there have been rumors of a Netflix/TiVo partnership for months now, and both companies have hinted at as much through leaks and corporate communications. TiVo said as much in an update to their privacy policy which allows for material to be beamed to TiVo boxes on demand, and Netflix’s famous “player” leak, which temporarily showed a movie download option on their website, proves that Netflix is moving in that direction. They later announced that they had plans in the works to release a service in the near future.
2) “The tipping point has not only started, it is gaining momentum.†Although Hastings admits that DVD will be the mainstay for quite some time, he recently predicted that brick and morter video rental locations would soon get deep-sixed. This is building off a similar quote from Blockbuster CEO John Antioco last month, saying that thousands of rental locations would be closing in the coming years. On the one hand, this evidences a switch to the online mail distribution system coined by Netflix. However, it also shows evidence of the overall paradigm shift being affected on the rental industry and the film industry as a whole. Meanwhile, Netflix has upped their projections to include 6 million subscribers by the end of ‘06 and vastly improved profitability.
3) “Digital distribution of content is a natural progression for our business.” That last quote was NOT from Hastings or anyone at Netflix, but rather from Steve Middleton, European Director of New Media for Blockbuster Digital Entertainment. According to a Blockbuster press release, the company plans to piggy back on a set-top box to give digital downloads on demand. The technology will be debuted in Amsterdam later this year and their are plans to make it commercially available (in Europe at least) in 2006. Netflix plans on releasing their download service in late 2005.
At this point it seems that there is no denying it, the future is digital. In 10-20 years all those nice shiny DVDs are going to be as obsolete as… Video. Let’s just hope that we won’t have to buy our movie collections again to replace them. Transferring DVDs to a digital format and saving them on a hard drive should be easy enough, I mean, people do it every day.
Mark my words, the change is coming sooner than we think. Television will soon follow, a shift to viewing TV shows later via DVR and Netflix has already shown itself. It’s like a massive chain reaction that will inevitably change the face of media: advertising, premium movie subscriptions, pay-per-view, and more will all be drastically changed forever once the shift is complete. Should be fun.