When Netflix first became available in the Middle East at the turn of the year, the internet was full of jokes about the product and its usability. Indeed, the region’s cynicism, skepticism, and pessimism were well and truly crystallized. The thought was mainly that the Arab world lacks the fundamental basis upon which Netflix’s US success was built, namely the sexual connotations behind the entire Netflix and chill phenomena. Moreover, with slow internet engulfing most of the region, especially here in Egypt, and mass censorship by many governments, the service seemingly didn’t really have the most fertile ground for continued success.
Flash forward to today, however, and Netflix’s momentum is clearly on an upward trajectory. Here are the main four reasons behind Netflix’s success in Egypt:
1- Recognizable Brand Name:
Needless to say, Netflix’s collection of entertainment options isn’t unrivaled, not here in the country, or anywhere for that matter. What makes it stand out, though, vis a vis similar services, say Popcorn Time for instance, is a combination of its functionality and its renowned brand. In other words, Netflix hasn’t only succeeded in the region for its versatile product, but also for the influence that its success abroad has had on the minds of Egyptians.
2- Fast streaming in a snail-paced internet region:
Internet in the region, and especially here in Egypt, is so bad, that internet-providing companies joke about it in their marketing campaigns. Almost every one of us have had to suffer the agony of trying to livestream an event that would pause for 10 seconds for every two that it played. In that sense, Netflix’s streaming speed, given its high quality displays, is almost too good to believe.
3- Traffic blues:
Let’s face it, after you’ve left your work, school, or university, any place that you might want to head towards will likely involve a traffic hassle of Cairene proportions. As such, it simply helps to have a stellar option through which you can go home, and still have considerable fun, either alone or with friends. With more watching options than you could possibly think of, Netflix could finally be the solution to Cairo’s traffic problems. Well, not really; but you get the point.
4- The eternal relaxation of the lazy mind:
Whether we’d care to admit it or not, laziness is heavily embedded into Egyptian society. After all, relaxing on a couch for endless hours is a staple of any Egyptian family gathering. Netflix’s ease of access is very opportune through that prism. Not only could you access it through your laptop or phone, but you could even access it through different game consoles such as the Xbox One or PlayStation 4. Netflix makes sure that you can access it without leaving the comfort of your seat, through whichever device is connected to your TV.
Looking ahead into the company’s future, one could safely say that the possibilities for Netflix are endless should the company’s success remain at its current rate. One possible option for further penetration into the Middle Eastern market is for the company to expand into a subscription-based TV network ala OSN. Another could be for it to expand its market share considerably with its purchase of Arabic programs or movies, or to even begin offering Arabic subtitles for its existing collection. The sky is truly the limit given that ‘Netflix and chill’ is enjoyable in more ways than one.