The fuss surrounding Netflix’s entering the Ukrainian market smoothed down a bit, and anyone who wanted to feel the service’s quality and operation started wondering: “to be or not to be”. The Carat Ukraine analyzed volume of Video-on-Demand (VoD) around the world and highlighted the dominant new-generation video platforms.
Where will Ukrainians prefer watching TV series and movies tomorrow? This was told to the Mediasat by Pavlo Tayanovsky, Strategic and Transformations Director at Carat Ukraine.
A consumer is quite mobile, and it is no use expecting of him to be loyal to a fixed TV-set with a fixed TV Guide. The growth of the VoD market just reflects this reality. A user gets an option of viewing content whenever and on any device without wasting time on searching. The Netflix, one of the largest players in the industry, moved onwards and started producing its own successful content.
The present-day world requires awareness of word usage. The Netflix did not appear in Ukraine, as our mass media reported. To be more exact, the Netflix allowed users in Ukraine to view certain content legally. The company just changed some rows in a couple of tables and that’s it.
This action itself has nothing to do with Ukraine. The capitalization after three years of growth suddenly began to drop, so it was necessary to cheer up shareholders. The announcement of entering over a hundred of markets makes the Netflix a global player and boosts its long-term growth potential.
The fact that the content is not adapted does not matter. Those, who want to be and remain successful in the new era of US global leadership, speak English and go with 8 dollars in pocket to watch movies and TV series that have shaped the US cultural context.
Those, who do not want to learn English, may with a safe conscience go on visiting pirate sites or watching another Russian-language TV series on TV.
Understanding the penetration level of English in Ukraine, it is no use being afraid of a sharp drop in the TV channels’ ratings. Same as it is not worth expecting a rapid growth of joint ventures, export, investment, technological modernization and more.
The ignorance of the world’s most important language and culture secures the native land against the foeman, as summarized by Pavlo Tayanovsky, Strategic and Transformations Director at Carat Ukraine.
