CEO Bob Bakish told Reuters that the company has invested in the creation of a short-form division, which will ultimately have a head count of 100 all devoted to creating mobile-first programming.
“There are hundreds of millions of mobile users in the US who are in the nascent stages of consuming content on their devices and certainly are in the nascent stages of doing it on a pay basis,” he said.
The idea appeals to mobile carriers as well, who are looking for differentiation points amid a cut-throat market whose hallmark is unlimited nationwide 4G service.
T-Mobile USA, for instance, launched Netflix On Us, available to customers with two or more voice lines on a T-Mobile One plan, which goes for $40 per line. Netflix On Us covers the cost of one standard Netflix subscription; and for those that want the Netflix premium plan, the subscriber pays T-Mobile for the monthly difference between the standard and premium plans (about $3).