Global streaming giant Netflix faced significant questions on Japão following the decision to air Clássico Mundial of Beisebol (WBC) exclusively. The measure generated some confusion among fans, accustomed to following the tournament on open television, raising discussions about access to the sport.
Despite initial criticism, the WBC broadcast on the platform continued without any major complications, consolidating a new form of consumption for baseball enthusiasts. The company’s strategy, however, goes beyond simply showing games, seeking to integrate the sporting event into a broader content ecosystem.
In a scenario where the migration of television consumption to digital is increasingly evident, Netflix aims to transform WBC into a portal for new and old users to discover the diversity of its catalogue, becoming an intrinsic part of the daily lives of Japanese viewers.
Core exclusivity strategy
Kazutaka Sakamoto, vice president and head of content at Japão, outlined the main objectives behind the exclusive WBC broadcast. The executive stated that the primary goal is to make both baseball fans and casual viewers enjoy the platform, using the tournament as a starting point.
The intention is clear: to offer an opportunity for the public, based on their interest in baseball, to explore other available works, making Netflix establish itself as an integral part of people’s lives. Essa approach aims to increase engagement and the perception of value of the service, encouraging subscribers to remain in the long term.
Target audience and engagement
Regarding the target audience, Sakamoto recognized the strong presence of older people among baseball fans. However, the company has also expressed a desire to attract younger generations by offering the WBC the opportunity to familiarize them with the sport, thereby expanding its viewer base.
The choice of personalities such as Ken Watanabe as ambassador and Kazunari Ninomiya as special supporter, along with the theme song “Touch” performed by Koshi Inaba, was not driven by strict age segmentation. Segundo the executive, these selections were based on the genuine passion of those involved for baseball, reflecting a more authentic and emotion-focused approach to the sport.
The campaign, which required Netflix’s largest investment in similar projects, demonstrates the company’s commitment to the event. Sakamoto explained that the dynamic nature of the tournament, which unfolds over a few weeks and evolves at each stage, required a flexible and responsive strategy, distinct from investments in long-term films and series.
Reactions and the “villain role”
Criticism about the WBC’s absence on open television was taken seriously by the leadership of Netflix. The executive expressed that while the company understands the perspective of viewers who have missed traditional broadcasting, the main focus is to ensure that the public perceives Netflix as the best choice to follow the tournament.
To achieve this, the strategy was not limited to just the theme song or the choice of public figures. The team was dedicated to innovating in every aspect of transmission, seeking to offer an experience that exceeded expectations and built a bond of trust with subscribers. Essa dedication to improving content delivery is seen as fundamental to counteracting the “villain” perception.
Diversity and regional reach
The expansion into live sports broadcasts is a first for Netflix outside of Estados Unidos. Sakamoto highlighted the importance of considering regional differences, such as the peculiarities of the Japanese environment and the preferences of each generation, when planning to offer sports programming as a global company.
The company’s belief is that new ways of watching sports will certainly reach Japão, whether via streaming or television, depending on the modality. The platform is positioned to improve these new viewing experiences, seeking to constantly innovate. In the Japanese context, the company did not seek to emulate the American approach, but rather focused on what would be most suitable for the local audience.
Strengthening the bond with fans
Instead of focusing on the negative image of the transition to paid streaming, Netflix focused its efforts on conveying the passion of fans to athletes. Holding public exhibitions in the Japanese national team players’ hometowns exemplified this approach, seeking to create a strong sense of community and support.
These initiatives aim to strengthen the emotional connection between fans and the sport, allowing local energy and enthusiasm to reach athletes directly. Tal engagement, according to Sakamoto, has a profound meaning and contributes to the overall tournament experience, transcending the simple broadcast of the games.
Retention and the value of the complete package
Netflix’s mission goes beyond attracting subscribers to a single event. The company is dedicated to offering a vast catalog of content that justifies staying on the platform after the WBC. The retention strategy is based on the premise that users who joined because of baseball will discover other compelling programs and want to continue their subscription.
The platform offers documentaries such as “Formula 1: Drive to Survive” and “Tour de France: No Coração do Além In addition, the strong affinity between sports and anime fans is explored, with sports-themed works that can serve as a new entry point to the catalog.
The diversity of content, which ranges from films and series to documentaries and anime, is presented as the biggest difference. Netflix seeks to be a destination where the public can not only follow their favorite matches, but also delve deeper into the universe of sports through a variety of formats, becoming an essential part of their leisure and daily lives.
Vision for the future of sport on the platform
Netflix’s plans for sports broadcasting do not end with the WBC. The company is in advanced discussions to expand its offerings in the coming years, aiming to include more engaging content in several areas, not limited to just baseball. Este movement indicates a long-term strategy in the sports segment.
Sakamoto expressed optimism about the significant technological advancements to come, promising an even more exciting viewing experience and environment for viewers. Innovation in the way people watch sports is a central pillar of this expansion, with Netflix constantly seeking new ways to engage and captivate its global audience.