Netflix is heading down under. The streaming video service, to which about 200,000 Australians already subscribe, will come to the country in an official capacity in 2015, according to a report by Australian media and entertainment outlet Mumbrella
In preparing for the company’s Australian launch, Netflix has hired advertising network Droga5. In addition, We Are Social will help promote Netflix in Australia, having already done so in the US and UK.
Netflix has yet to comment on its moves in the Australian market, but chief content officer Ted Sarandos has made some statements citing the ease of expanding to English-speaking countries, suggesting it would be a strategic expansion.
In total, Netflix’s marketing costs in the new territory should amount to about $20 million, according to the report.
Meanwhile, Australian streaming platform Stan plans to compete with the digital content giant. Entertainment companies Foxtel, Nine, and Fairfax have come together to create Stan, a subscription service that will go for $10 a month upon its launch (Netflix charges $8.99 per month in the US).