Anything For You All: [NEW CHART] How Walmart's video service can compete with Amazon and Netflix...

Kamis, 26 Juli 2018

[NEW CHART] How Walmart's video service can compete with Amazon and Netflix...

New Chart and Data: Digital Media

Here's why Walmart's video service should emphasize free content to compete with Amazon and Netflix…

Walmart will reportedly launch a subscription streaming video service through Vudu — an SVOD service that it already owns — in Q4 2018 at a price point below $8 per month to appeal to price-sensitive customers. The move is an obvious bid to compete with Amazon, which offers video streaming through Prime, and could indicate that Walmart is planning to launch a similar subscription service at a cheaper price. While the Vudu-branded service could certainly appeal to Walmart's 140 million weekly customers, it's got a steep mountain to climb in the intensely competitive SVOD landscape.

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Here's why Walmart's video service could see limited uptake:

The SVOD landscape is crowded, and Vudu has failed to meaningfully differentiate its service since Walmart acquired it back in 2010. Although Walmart will undoubtedly update the existing Vudu service prior to the new launch, it'll need to devote significant resources to differentiate from the 200+ over-the-top (OTT) video services already on the market.
It's way late to the game, and a large content library won't be enough to compete with well-established players. Vudu currently offers 100,000 movies and TV shows, and while this is quite sizable, users have to pay extra to watch certain titles.

Pricing will be the most important factor in the success of Walmart's video service — it's the only factor it can beat the streaming giants on.

Amazon Prime is positioned as a premium product and Netflix is steadily increasing its prices.
Walmart needs to emphasize free, ad-supported content to get this service off the ground as there's high demand for free, ad-supported content — and Roku has already proven this strategy works.

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