Orlando Nicoară

1. Piata:

Brazil has long been a haven for movie piracy.
A government study found that 41% of Brazilian internet users have downloaded content illegally from the internet.
Piracy is also prevalent on the streets – with DVDs being openly sold in most commercial places and roads, and even outside movie theatres.

2. Motivele:

The region was chosen for three primary reasons – broadband penetration was considered big enough as a market, incomes at the time were rising rapidly, and there was an appetite for Hollywood content.
Netflix’s chief communications officer Jonathan Friedland says there was another important reason that facilitated their entry.
„In Europe you have to buy individual content licences for every movie or TV show in each country, such as France, Germany or Spain,” he says.
„In Latin America, you only need to two licenses – one for all Spanish-speaking countries and another one for Brazil.”

3. Strategia de pret:

„If you offer good content at low prices and rapidly – releasing series in the same moment in Brazil as people are getting them in the US – that makes piracy less enticing,” says Mr Friedland.
One of the key elements in its strategy is pricing. Netflix subscriptions in Brazil vary from 19.90 to 29.90 reais ($5 to $7.50; £3 to £4.60) a month. One movie ticket alone in Sao Paulo costs 30 reais ($7.50).
For that same amount of money you can buy about 10 illegal DVDs in the streets, but the quality is not always reliable.
And while many Brazilians illegally download films and TV shows, others are either not technologically savvy enough to do so, or are too concerned about computer viruses and malware.
For commentator Sergio Branco, director at the academic think tank Instituto de Tecnologia e Sociedade do Rio de Janeiro, Netflix’s low prices is a key factor behind its success, making it more attractive to users than online piracy.

4. Rezultatul:

Mr Friedland adds that when Netflix enters a country, the rates of internet file sharing drop.
„Most people don’t want to steal,” he says. „They don’t want viruses in their computers, they don’t want the hassle of it.”

Totul de aici.