Netflix prepares for Australia launch

Netflix has reportedly enlisted the help of a creative and social media agency in Australia, adding to speculation that it gearing up for an Australian launch that is expected next year.

According to a report by Mumbrella – a news site that covers Australia’s media, marketing and entertainment industries ­– Netflix has appointed creative agency Droga5 to handle brand duties.

Leading the social media side of Netflix’s promotion in Australia will be We Are Social, which also handles the account in the US and UK, according to the report.

Netflix is said to be looking to spend upwards of AS$20 million (US$17.2 million) on its marketing efforts when it does enter the Australian market.

Last month, Netflix’s chief content officer Ted Sarandos told delegates at TV market MIPCOM in Cannes that Australia and New Zealand were both “very attractive territories that are English speaking and love US content”, spurring speculation that the firm will launch in both markets next year.

The news comes in the same week that Australia’s Nine Entertainment and joint venture partner Fairfax Media revealed that their new subscription on-demand platform would be called Stan, and will launch in the New Year.