Analyzing the Disney - Netflix Deal

This already much discussed content deal was announced fresh on the heels of our discussions together Monday at the Forecast : Hollywood event where we discussed at great length the digital subscription window and how it impacts content owner profitability and why it is driving the vast majority of growth in digital video consumption.

But the more I discussed this Tuesday and Wednesday with various industry colleagues, and the more I read articles covered by various newspapers, the more I realized that there are details and nuances in how content windows work and what is driving servicer provider profitability and consumer consumption that not everyone is fully aware.

So let's examine a few of them from the three most important views in this equation: Disney, Netflix and the Consumer.

Better than bonus material? What Second Screen could do for title sell-thru

When DVD's first arrived on the scene back in the late '90s, the majority of consumers thought they were a significant leap ahead of VHS tapes because of their size, ability to quickly access anywhere on the disc, better picture quality, etc.  But as the industry realized the opportunity to create a sell-thru model (vs. the rental model with VHS), they started trying to figure out what it would take to get consumers to collect or gift DVD's (the biggest reason for purchases).

And bonus material was born.

My Second Screen Experience with Bambi on Blu-ray

Probably the best content driven approach to second screen I have seen yet.  The Stimulating nature of the original drawings, trivia, companion comic strips from the 1920s, picture scrambles, and other items were delivered in a UX that was well thought through.  An event about every 30-45 seconds, no sound, etc. A very passive and yet engaging experience.


Not everything was perfect.  I tried several times to get the audiosync to work to keep the synchronized content experience on track (provided by TVplus), but to no avail (yes, I did try the volume cranked way beyond normal levels to see if it would work).  This is probably why the releases that followed this from Disney (Tron for example) had wi-fi sync in addition to audio sync as an option.

Additionally, Disney did a better job than anyone I have seen in providing a "help" video on-line for their consumers.  It should be replicated by everyone else, including those TV shows and networks with dedicated apps for their brands and even by the 3rd party apps that cover multiple shows, titles, networks, etc.

Summary:

- Simple.  No control of the 1st screen.  Audio sync also did not work that well.
- Social.  I did not find any way to share on Facebook, Twitter, etc.
- Seamless.  No integration of other sources of content.
- Stimulating.  HIGH.  Very High.  Great content integration and UX.
- Discovery.  No features to help you find new content.