Netflix Has No Current Plans for a BlackBerry 10 App
Netflix Has No Current Plans for a BlackBerry 10 App - John Paczkowski - Mobile - AllThingsD
If BlackBerry is “in talks” with Netflix about a BlackBerry 10 version of the company’s popular video streaming app, they aren’t going very well.
Sources say Netflix isn’t developing a version of its app for BlackBerry 10 — native or port. And the company confirms those reports: It has chosen to forgo the platform entirely for the time being. “We have no current plans for a BlackBerry app,” a spokesman told AllThingsD.
Netflix declined to explain the thinking behind this decision, but sources say the company has little incentive to develop for the platform. The majority of Netflix’s mobile users already subscribe to the company’s service. So its addressable market wouldn’t dramatically expand if it were to offer a BlackBerry 10 app. And the BlackBerry 10 user base isn’t yet large enough to compel Netflix to support it in the way that Apple’s iOS and Google’s Android platforms have. In other words, the operating costs of developing an app for low-volume platform like BlackBerry 10 and maintaining it outweigh any potential benefits.
So no Netflix on BlackBerry 10 for the time being. That’s another blow to the nascent platform on which BlackBerry is mounting its comeback. The absence of any version of Netflix for BB10 creates a hole in the platform and is a disincentive for users of the app on other platforms to consider BlackBerry’s new OS as a viable alternative. It also raises questions for developers, the same ones I noted here while reporting on Instagram’s decision to take a wait-and-see approach to BB10. If a company like Netflix doesn’t think it’s worthwhile to build an app for BlackBerry, then why should a smaller independent dev?
Which is not to say that it isn’t worthwhile. Plenty of developers have decided that it might be. BlackBerry 10 debuted with support from a number of popular apps — Kindle, Skype, Facebook, Twitter, WhatsApp and Dropbox to name a few. But if the holdouts like Netflix and Instagram start to pile up, it could be a drag on BB10 adoption.
BlackBerry, for its part, is hoping Netflix changes its mind.
“We’re committed to bringing top titles from around the globe to BlackBerry 10 customers,” BlackBerry spokesman Alex Kinsella told AllThingsD. “At this time, it’s in Netflix’s court to join the excitement around BlackBerry 10 — we hope they choose to bring a BlackBerry 10 experience to their customers. We’d love to have them.”
We’ll have to wait and see just how much excitement it takes to get Netflix to reconsider.
- CrackBerry Master
03-04-13, 02:07 PM #2
- 1,450 Posts
"The majority of Netflix’s mobile users already subscribe to the company’s service."
Am I being completely dense here, but what does this mean? How can they count mobile users from a platform they don't have an app for? Or, conversely, saying that mobile users already use their apps doesn't at all quantify those who would if they could...
- 03-04-13, 02:08 PM #3
I wonder how many of us really care.
I'll admit, I would have loved to have it for the Playbook, but watching full-length movies on my phone isn't an appealing prospect. I've tried (Crackle runs beautifully, for instance). Sure, I can hook my Z10 up to my TV. I did it this weekend to watch "Beasts of the Southern Wild" out of sheer curiosity. I already have Netflix available on my TV, though, through its excellent Xbox app and with a somewhat less usable feature built into my home theatre.
Would I prefer to have the choice? Sure, and I hope Netflix reconsiders. For now, I'm going to say it's their loss, though.
- 03-04-13, 02:12 PM #4
- 03-04-13, 02:13 PM #5
So their reasoning is as follows. The revenue from of new subscribers they expect to get from a BB10 app is less than the costs of developing a BB10 app.
- CrackBerry User
03-04-13, 02:17 PM #9
- 43 Posts
Netflix does not really have much to watch anyway. I just use my xbox and online version on my pc and find it isnt that great. Having it on the playbook would be cool but how about they just open the browser so i can stream though that? Dont need an app. And with netflix/hulu/mlb.tv all blocking the playbook browser there must be more to it then we know.
- 03-04-13, 02:19 PM #10
Still, this contradicts this
First Look: Netflix running on BlackBerry 10! | CrackBerry.com
- 03-04-13, 02:20 PM #11
- 03-04-13, 02:34 PM #13
Not that I want to beat a dead horse, but when consumers hear things like "netflix doesn't feel the need to support blackberry" it gives people the impression that BB is irrelevant. We all know thats not true. But that's what people hear
- 03-04-13, 03:06 PM #19
Another reason why Netflix may be less receptive toward BBRY is that its customer base is largely American and I'm really not feeling the buzz for BB10 around here. (This is relative to Windows Phone 8, which had a lukewarm reception.)
- 03-04-13, 03:07 PM #20
Just doesn't make sense to me and I am a Netflix subscriber and supporter.
Android, iOS, Windows 8 Desktop OS, PS3, Xbox, Wii, PSP, Vita, Blu-Ray Players, Tivo, Roku (and related), and TV's all can use a Netflix app but not BlackBerry. Thus leaving BlackBerry as the only mainstream mobile/computing/entertainment device that can't access Netflix. They have at least 12 different platforms running Netflix and they can't handle one more? Are they in that much financial disarray? I understand there is development costs (for training developers on Cascades? for vendor registration in Blackberry World?) As for support, I am looking at screenshots of the iOS and Android app and I can't tell them apart aside from general navigational differences. The Netflix app on my Tivo even looks similar as does the app on my Windows 8 computer. Tivo's app was updated last year by Netflix because Netflix wanted to "standardize the UI based on their other platforms and tailor it to Tivo" (not a direct quote, but was the gist of their statement). I know they all use different programing languages in the background, but it looks like they have a standard UI theme. Also, I have said this before, but why can't Netflix go the Skype route and modify their Android app and optimize it for BlackBerry 10? I'm sure that has some savings versus developing a full blown native app? I wonder if BlackBerry has presented Netflix with this workaround and if not, what are they waiting for.
Just doesn't make sense.
- 03-04-13, 03:10 PM #22
My brother in law says alot of people on the train back from NYC to CT have two phones. Their work BB and their personal Droid/iOS. He says alot of them watch Netflix o nthe ride home.
Just saying. This is not exactly a small problem.
- CrackBerry Addict
03-04-13, 03:13 PM #24
- 610 Posts
Although the appeal for me to stream Netflix on my future Z10 is probably zero, my kids inundate my wife for her ip4 so they can watch Dora or SpongeBob. Giving her some relief so she can sometimes USE her phone would have been worthwhile.
With that being said, why isn't anyone considering sideloading as Bla1ze has showed? Was there something he did that we can't?
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