Rapid growth and the erosion of a dominant, traditional TV industry will be key to Netflix's short-term future in Spain.
A report written by analyst Enrique Dans for the Burson-Marsteller agency predicts an immediate success for the American subscription video-on-demand (SVOD) platform, which launched in Spain on 20 October.
"The Spanish market is clearly immature," he says. "Most users still consider TV content as a commodity offer, which they consume linearly when the show is broadcast on the channels they receive."
Sports offers make the difference in almost every traditional pay-TV package, most of which are also bound to telcos' convergent offers. And other VOD services like Wuaki.tv and Filmin haven't yet gained a significant audience.
In this context, said the analyst, Netflix will find an open door to an audience clamouring for a different product. "Its strategy is to enter the highest segment of the market, which values differential products and a powerful interface with a simple price for content. The same audience that appreciates quality content, original versions and no advertising," he says the report. "The strategy has proven successful in many territories. Netflix doesn't compete with TV, it reinvents TV."
There may be surprise moves, says the report, but Netflix's goal in the Spanish market is to become a relevant player and gain a significant share in a short period of time.