Netflix Inks Streaming Content Deal With DreamWorks

Netflix, which earlier this month lost an important content deal with Starz Entertainment, has just signed a deal with DreamWorks Animation to stream its movies online.

In perhaps a sign of the way things are going, DreamWorks' deal with Netflix replaces its content arrangement with HBO. In an interview with the New York Times, DreamWorks CEO Jeffrey Katzenberg called it “a game-changing deal.”

“We are really starting to see a long-term road map of where the industry is headed,” Katzenberg told the Times.

Needed boost

The DreamWorks deal comes at an opportune time for Netflix. Earlier this month Starz Entertainment broke off negotiations to renew its streaming content deal with Netflix. It wasn't so much that Netflix's offer of $300 million wasn't enough, Starz indicated that it was bothered by the fact that Netflix offers unlimited access to its content for $7.99 a month while cable and satellite providers – who are also Starz customers – charge much more.

Last week Netflix announced a two-year non-exclusive licensing agreement with Discovery Communications, which will allow members to instantly watch prior-season series and specials, including an expanded selection of additional seasons of popular series from Discovery, TLC and Animal Planet, as well as Investigation Discovery, Science and Military Channel. Among the highlights are Discovery Channel's Man vs. Wild, TLC's Say Yes to the Dress, and Animal Planet's River Monsters and other titles from Discovery's program library.

"Discovery Communications has always been platform agnostic and committed to satisfying curiosity on all consumer distribution platforms supported by a strong economic model," said Rebecca Glashow, senior vice president, Digital Distribution, Discovery Communications.

Consumer discord

Netflix is in need of a little good news as it copes with some consumer discord over its decision to split off its DVD-by-mail from its streaming service. Previously, consumers got both for $7.99 a month. Now, the services are operated by two separate companies, both of which charge a monthly fee.

A survey by Frank Magid Associates suggests Netflix recent decisions have, indeed, created some challenges. A survey conducted just before the price change announcement shows a large number of consumers with only moderate satisfaction around their Netflix service and lack of satisfaction with the selection of the streaming content.

For example, nine percent of current subscribers say they are going to cancel instead of switching to a new plan. An additional 7% of current subscribers say they will cancel, unrelated to the price change.

Improvement needed

"A major reason that many consumers are not happy with their Netflix service is due to the quality of the content selection in the streaming service," said Mike Vorhaus, President of Magid Advisors, a unit of Frank N. Magid Associates. "Netflix will need to improve the breadth and timeliness of their streaming content to re-build major consumer momentum."

Who stands to benefit from any Netflix erosion? According to Vorhaus, it's Redbox, the company that operates DVD vending machines outside high-traffic retail locations. According to the survey, almost 60 percent of Netflix subscribers also used Redbox.