Netflix is going all in on Polish streaming, with the launch of a new, localised service, from content to currency.
The VOD giant has grown rapidly around the world this year, literally flipping a switch in January to expand its presence to almost everywhere on the planet. But that global attitude has also highlighted the need for a localised approach, as Netflix tries to woo audiences in each target market to sign up. Indeed, it has increasingly teamed up with international broadcasters, producers and creators to create content in Spanish, Portuguese and French. Now, it’s going one step further in Poland, using local language, currency and TV shows and movies to boost its presence.
Over 80 per cent of the content is now available dubbed or subtitled in Polish. Netflix has also signed an agreement with its first local partner, mobile provider T-Mobile, allowing members to pay for Netflix through their T-Mobile account.
“We always knew the Polish people had a big appetite for great entertainment,” says Reed Hastings, co-founder and chief executive officer of Netflix. “We’re delighted to offer a more localized Netflix experience in Poland that will continue to grow with great TV shows and movies from here as well as around the world.”
Netflix series now available with Polish subtitles and dubbing include House of Cards, Orange is the New Black, Stranger Things, Narcos, Marvel’s Daredevil and Jessica Jones, and The Get Down, plus documentaries Making a Murderer, Winter on Fire and Chef’s Table, and original films, such as Adam Sandler’s The Do-Over and Ridiculous 6.
Among the Polish titles now on Netflix Poland – but sadly not on Netflix UK – are comedy special Katarzyna Piasecka and Rafał Pacześ: Seriously Funny, Mariusz Kałamaga, Karol Kopiec, Wiolka Walaszczyk: Hilarious Trio and Karol Modzelewski and Łukasz „Lotek” Lodkowski: No Offense and movies Poklosie and Ile Wazy Kon Tronjanski?.