My wife and I have started and stopped — and started and stopped again and again — our subscription to Netflix over the last seven or eight years probably more than any family on the planet. It’s nothing against the Netflix crew, they have built a fabulous business and created real convenience.
Our issue is more the fact that we can’t decide whether having a Netflix DVD envelope sit on our kitching counter for a month means we’re actually doing worse than just schlepping down to the local Blockbuster (at least while it’s a Blockbuster and doesn’t get converted in to one of those Taco Bell/KFC hybrids)? But our consumer behavior problems aside, the current fork in the road that confronts Netflix is further proof that disrupting in the content business is hard — or at least really expensive.
Silicon Alley Insider’s Edward Jay Epstein does a nice job comparing the upstart Netflix to the incumbent comparable HBO. As Netflix eyes a migration to the Internet for the next phase in delivering it’s service, it has to contemplate licensing content, essentially a whole new operating expense that isn’t an issue given that it’s original business model is covered by the “first sale doctrine”. On the other hand, as the biggest PPV player in the business, HBO benefits from the fact that it has for years invested in producing its own content (think the Sopranos) and has almost 10x the operating free cash flow of Netflix to go and license additional first run content that can be used to retain viewers.
The story here reminds me of why we moved in to the realm of creating original content during my time at Yahoo! and why we ramped up a team to do the same even more extensively when I was at Fox. Aggregators get squeezed sitting between the content creators and the audience. Sure it’s hard to come up with creative ideas and make hits, but there’s a whole lot more potential upside in it when you do that than trying to make a business around buying up the rights after the fact.
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