Packaging Netflix 4K as part of a wider UHD offer is smart marketing for BT

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    BT became the first TV service in the UK to offer Netflix in ‘Ultra HD’ in December. BT TV customers could already watch Netflix via their YouView set-top boxes thanks to an app integration, with the service added to their BT bill. If you have a new Ultra HD YouView+ set-top box and choose Netflix’s ‘Ultra HD’ plan you can now stream the 4K content. “BT TV was the first UK TV service to offer Ultra HD content through BT Sport Ultra HD, and with this launch customers can now enjoy some huge hit TV shows such as ‘House of Cards’ and ‘Better Call Saul’ on Netflix,” the company explained.

    Though customers need a separate Netflix plan to access the SVOD service, the IPTV provider is marketing Netflix as part of an Ultra HD package. Delia Bushell, Managing Director of BT TV & BT Sport, said: “Our Ultra HD package will provide unmissable content at great value, including must-see new Netflix shows like ‘Narcos’, and original series like ‘Orange Is The New Black’ available alongside live action from the Barclays Premier League, UEFA Champions League and Europa League. We’re delighted to offer our customers a wide range of incredible Ultra HD content with the convenience of a single bill.”

    Editor’s Comment

    As with a number of telcos and cable companies, broadband is the really big driver for BT and content is glue for the triple-play. BT is showing the ‘marketplace’ mentality – in other words, if you cannot own all the best content yourself, then bring it onto your platform in other ways. 

    The way that Netflix’s 4K content is being pushed into a UHD package is smart marketing, given the relative lack of 4K – let alone true UHD – content today. This gives consumers another reason to get a 4K/UHD set-top box from BT (encouraging uptake of its own UHD content). It gives the telco a more rounded offer for ultra high resolution viewing (series and movies in addition to sports). Importantly, it gives BT a central role in the 4K streaming marketplace, where many consumers are getting their first taste of ‘next-generation’ television. Consumers who might otherwise be watching Netflix 4K via a streamer box or Smart TV on HDMI-2 are instead navigating to this content with a service provider remote control in their hand.


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