How Netflix's Competitors Can Get Off to a Strong Start

Consumers have more choices than ever when it comes to subscription video on demand, and they're about to get even more. Disney (NYSE: DIS) and Apple (NASDAQ: AAPL) introduced new streaming services late last year. AT&T (NYSE: T), Comcast (NASDAQ: CMCSA), and venture-backed Quibi are launching over the next few months. And the market for original content is more competitive than ever.

One of the most effective ways for new competitors to stand out and win new subscribers is to garner more award nominations and victories. Netflix (NASDAQ: NFLX) was very aggressive in winning Emmy and other award nominations when it first started producing original series. In 2018, it stepped up its marketing spend with a clear angle at getting more attention from awards academies. 

Netflix has seen a lot of success winning awards with its original series. (It's now trying to do the same with its films.) Parks Associates says the attention and prestige has bolstered the company with better subscriber retention. But winning awards for originals may have an even bigger impact on Netflix's new competitors.

Continue reading

Source Fool.com