Netflix gets social across Southern Europe


Juan Fernandez Gonzalez

| 29 September 2015

With Spain, Portugal and Italy anticipating the arrival of Netflix, the US subscription video-on-demand (SVOD) service is warming up audiences through social media.

As a part of 2015's international expansion, Netflix has scheduled its launch throughout southern Europe for October, although it has not yet unveiled specific dates.

And potential viewers are eager for information. Over the weekend, Netflix Spain's @netflixES got 11,300 followers on Twitter. In Italy, @netflixIT got almost 1,000 during its first hours online. In Portugal, the @netflixPT profile has been less active, although #OlaNetflix has been among the country's trending topics over the weekend.

The campaign being deployed across the social profiles is similar, even using the same short videos and identical hashtags.

The service is also advertising its launch across traditional media, announcing its interest in producing local content in the three countries, deploying 4K broadcasting, and revealing unofficial prices to continue the suspense until launch.

The SVOD service is opening a new era for the VOD market in Europe, where Italy and Spain are both growing through local players but Portugal has not yet developed.