Netflix might not make it big in Singapore, analysts warn

Viewers are unlikely to jump ship soon.

Netflix’s recent debut has barely fazed Singapore telcos, according to a report by OCBC. In fact, Singtel and StarHub are said to be collaborating with the US streaming operator to allow viewers access to Netflix content through their set-top boxes. Singtel also purportedly views Netflix as being complementary to its Pay TV offerings.

With the limited localized offering available on Netflix as well as the lack of “live” sporting content, OCBC views that it may be difficult to count local telcos out of the game just yet. Further, Netflix has been available to Singapore viewers for some time through virtual private networks, so the introduction of a direct offering may also have constrained impact.

OCBC also cited news reports that suggest those who already subscribed to Netflix US are unlikely to jump ship to Netflix Singapore due to the non-availability of original content in the country, likely due to licensing complications.

Moreover, Singapore Pay TV operators have already begun to offer their services through the over-the-top (OTT) route. Singtel already has its own OTT service Singtel TV Go, and a regional OTT streaming service called HOOQ which reaches customers in Indonesia, the Philippines, India and Thailand. StarHub’s online streaming service StarHub Go carries HBO GO, which includes HBO original series and movies offered by HBO through cable.

Lastly, watching videos using local Pay TV operators’ networks do not include additional mobile data charges.