Each day streaming platforms are facing more competition in the industry as new and established companies evolve to meet demands. With the streaming competition heats up, Netflix hopes to develop an edge over its rival companies with the newfound partnership with Samsung.
During Samsung’s Unpacked event held this week, the Korean tech giant announced an agreement with Netflix stating that Galaxy smartphones will gain access to bonus content from several Netflix original shows. The collaboration also enables Netflix to integrate more of its streaming service with other Samsung devices.
Samsung would allow users to launch Netflix content with Bixby, the mobile device maker’s voice assistant. By merely stating the content’s title, Bixby will open the media on Netflix if available. The streaming platform would also suggest recommendations to Samsung users more specific to their taste.
Netflix would also give notifications for users through the mobile feature Samsung Daily, the search and discovery platform of Samsung. The streaming platform would offer bonus content to Samsung device owners, such as behind-the-scenes footage, companion stories, and other bonus content taken with the Galaxy S20 by renowned directors and artists.
This partnership is not the first time the two companies collaborated on joint marketing campaigns and other advertising content. Their decade-long relationship has benefited both companies. However, this is the first content deal they have joined since.
The partnership comes at a critical time for Netflix as its U.S. subscriber growth is on a decline, even as its global growth is rising. Netflix is also up against a plethora of new streaming competitors, such as Apple TV+, Disney+, Quibi, HBO Max, and NBCU’s Peacock, that already have ways to integrate with mobile devices.
Apple is giving away Apple TV+ for free to anyone who buys a new iPhone, iPad, iPod touch, Apple TV, or Mac. Verizon offers Disney+ for free for its mobile subscribers, while T-Mobile is partnering with Quibi. Comcast owner NBCU operates its mobile network, Xfinity Mobile. Lastly, AT&T’s WarnerMedia offers HBO Max.