CEE to be Difficult for Netflix

Laima Zivatkauskaite said that Netflix has only 2% share in LithuaniaDigital TV Europe has reported speakers at the Digital TV CEE conference in Budapest as being sceptical that Netflix can penetrate the smaller markets in Central and Eastern Europe. The newssite quoted Nikola Francetic, head of group content, media and broadcasting, Telekom Austria Group, said of Netflix “They’re a great company but in the short term I don’t think they are going to be very successful.” The main doubt is whether the markets are big enough to justify the costs of localisation, which is seen as essential.

Laima Zivatkauskaite, VP of Lithuanian cable operator Init, is quoted as saying that Netflix has only achieved 2% reach in Lithuania. She is reported to have said that for Netflix to localise in a small market like Lithuania would probably not be viable, leaving room for local operators.