Are you still wondering why Netflix has not yet released an Android version of its app? After a recent announcement of Netflix on the Windows Phone 7 platform, Netflix finally decided to speak on the absence of the Android version of the streaming app.
The product development team, via The Netflix Blog, provided an update on enabling Netflix streaming support for Android. In a nutshell, they are delaying the launch of Netflix for the Android platform due to some security concerns they have over the Android platform. Netflix fears the release of this app might make it easier for pirates to steal content via the Netflix app.
According to Greg Peters, Netflix Product Developer :
We regard Android as an exciting technology that drives a range of great devices that our members could use to instantly watch TV shows and movies from Netflix. We are eager to launch on these devices and are disappointed that we haven’t been able to do so already. The hurdle has been the lack of a generic and complete platform security and content protection mechanism available for Android.
The same security issues that have led to piracy concerns on the Android platform have made it difficult for us to secure a common Digital Rights Management (DRM) system on these devices. Setting aside the debate around the value of content protection and DRM, they are requirements we must fulfill in order to obtain content from major studios for our subscribers to enjoy.
Although we don’t have a common platform security mechanism and DRM, we are able to work with individual handset manufacturers to add content protection to their devices.
Unfortunately, this is a much slower approach and leads to a fragmented experience on Android, in which some handsets will have access to Netflix and others won’t. This clearly is not the preferred solution, and we regret the confusion it might create for consumers. However, we believe that providing the service for some Android device owners is better than denying it to everyone.
The good news is that they will eventually launch the app early next year. The bad news – it will only be on select Android devices. According to the blog post, Netflix will eventually work on developing a standard, platform-wide solution for all Android-based devices – but who knows when? Besides, I wonder what percentage of Android devices will fall under the ‘select devices’ category. Until then, we might just have to wait.
By the looks of it, Netflix seems intimidated by the openness of the Android platform. Android’s popularity seems to pose a threat to their streaming service. Should they be taking advantage of the popularity of Android devices to get their content to the masses or should the company play it safe by preventing piracy which could cripple their business? I think they should just give it a try and see. After all, sometimes you really never know until the app is actually pushed out.
Do you think it’s a good move by Netflix to release its app to a select few Android devices?
Source: The Netflix Blog
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