Netflix Pretends It Will Crackdown On VPNs Just Days After Admitting It's Futile To Do So
from the international-whac-a-mole dept
For a few years now, broadcasters have whined endlessly about the use of VPNs to access Netflix in markets where the streaming service had yet to launch. You'll recall that Australian broadcasters in particular loved to throw hissy fits over the use of VPN technology, accusing customers (paying for both Netflix and a VPN) of being "pirates" for refusing to adhere to regional viewing restrictions. Of course, ignored amidst all this whining (and the futile attempts to ban VPNs) was the fact that these users wouldn't be going to these lengths -- if they liked the existing services being made available to them.Last week, Netflix surprised everybody by announcing the service was now available in 130 additional countries, bringing the grand total of available countries to 190. And while this will certainly force many broadcasters to stop whining about VPNs and start competing, the fact remains that thanks to geographical licensing restrictions, the content being made available to Netflix customers in Canada will look dramatically different to the catalog available to users in Germany. As such, there's been renewed interest in the use of VPNs to engage in what's effectively global Netflix content tourism.
Netflix has made a few token gestures over the last year to appease broadcasters, such as fleeting efforts to thwart VPNs and geo-restriction avoidance tools. Those efforts were already in play in the 60 countries Netflix operated in before this recent expansion. But speaking at CES, Netflix exec Neil Hunt basically admitted that there's not really all that much Netflix can do to stop VPN use, unless they want to waste calories on an international game of Whac-A-Mole:
"We do apply industry standard technologies to limit the use of proxies,” (Netflix chief product officer Neil) Hunt says. “Since the goal of the proxy guys is to hide the source it’s not obvious how to make that work well. It’s likely to always be a cat-and-mouse game. [We] continue to rely on blacklists of VPN exit points maintained by companies that make it their job. Once [VPN providers] are on the blacklist, it’s trivial for them to move to a new IP address and evade."Clearly Netflix got some blowback for admitting the futility of VPN bans, however, as the company has since posted a new blog post full of non-statements that try to walk back Hunt's comments a little bit:
"Some members use proxies or “unblockers” to access titles available outside their territory. To address this, we employ the same or similar measures other firms do. This technology continues to evolve and we are evolving with it. That means in coming weeks, those using proxies and unblockers will only be able to access the service in the country where they currently are. We are confident this change won’t impact members not using proxies."Now most of the media read this statement to mean Netflix is implementing some severe new assault on VPNs, but if you read the statement carefully all Netflix is saying is it's going to continue using the same tools they've always used. The same tools one of their key executives just got done publicly admitting don't actually work. It's simply not possible to really ban VPN use, but Netflix wants to make partners in its 190 service countries feel comfortable while it slowly but surely works toward eliminating geo-restrictive licensing entirely. Also said by Hunt at CES:
"Our ambition is to do global licensing and global originals, so that over maybe the next five, 10, 20 years, it’ll become more and more similar until it’s not different"..."We don’t buy only for Canada; we’re looking … for all territories; buying a singular territory is not very interesting any more."...“When we have global rights, there’s a significant reduction in piracy pressure on that content. If a major title goes out in the U.S. but not in Europe, it’s definitely pirated in Europe, much more than it is if it’s released simultaneously,” Mr. Hunt says.More consistent licensing reduces piracy, but it also forces legacy companies to compete and upsets the status quo by weakening local broadcaster power, so expect 2016 to be jam-packed with oodles more hand-wringing over VPN and proxy use by companies terrified of change.
As an aside, if you were curious just how fractured Netflix content availability is by country (often because content rights are sold before Netflix can even bid), Finder this week released a pretty amazing breakdown of what's available by country, an accompanying map highlighting global availability, and a breakdown of what percentage of the U.S. catalog is available in each country.
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Filed Under: geoblocking, proxies, streaming, vpns
Companies: netflix
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Now that the major reason is going to be switching to a region with better content than the home country of the account holder, they probably have less desire to be publicly in favour of/blind to region switching. If they're using the same tools as they have been, that's fine as nobody I know has ever come across a problem. Both Netflix and the studios are going to face problems if Netflix do have to "properly" block VPN usage.
The question now is - if such a crackdown does take place, are people going to whine about Netflix as if they have final say over what gets licensed in each region? Or, since there's no such restrictions on their original content, are the public going to place the blame with the studios where it belongs and demand they drag their distribution models to address the market realities of the 21st century?
"And while this will certainly force many broadcasters to stop whining about VPNs and start competing"
I hope you're right Karl, I really do. Call me very sceptical at this point.
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Neither. They are going to cancel the service and use their VPN to pirate what they want.
In a reasonable persons mind, and considering were talking about infinite goods; Something that in and of itself is legal, and is unavailable to obtain in that area, cannot be stolen. In other words; How can someone show a monetary loss, if the thing that's causing the loss isn't available to purchase legally?
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Erm, we are talking about the legacy distribution industry...
"if the thing that's causing the loss isn't available to purchase legally?"
Herein lies the issue. The content often is available to *purchase*, they just restrict its availability to rent through streaming services. It doesn't matter that someone is unlikely to pay $15 for a digital purchase when their $10/month streaming service doesn't carry it, but remember these are not reasonable minds...
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In general I'd say that most of what I'd like to buy from the UK simply isn't for sale here in the USA.
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Also, I was referring to movies & pre-recorded TV programs (such as those available on Netflix). Live sports streaming is a totally different market and so irrelevant to the point I was making.
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It's funny how so many in the entertainment industry fail to grasp this.
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So, they can [somewhat credibly] claim that in a year, it'll offer no revenue because everyone already watched it.
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Part of the Problem..
As a pair of non-technical commentators said on the radio recently -
"How many different online TV services are you going to sign up for at $10 a month?"
"One."
As an example, we started binge-watching Homeland a while ago. Season 1 was available in Canada. For Season 2, I had to VPN to the USA. For season 3, I VPN'ed to the UK. For Season 4, download. For Season 5 just now, download again. Similar situation for other shows, such as Weeds. Whereas, Breaking Bad or House of Cards was fully available in Canada. Until the studios get their licensing act into the 20th century at the very least, that's likely the general experience.
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Re: Part of the Problem..
"One.""
People's needs are different, but there's room for multiple providers - but *only* if the need to do so is a natural competition and not an artificial restriction. For example, it's "natural" that HBO have a streaming app for its own produced content that a person may need to subscribe to separately. Although customers may prefer everything in Netflix, there's an obvious reason why HBO are running their own platform. However, it's not "natural" that a licencing change has caused a bunch of content that was available on Netflix to now only be available on Hulu. A customer should not have to switch back and forth between services to access content, especially if they do only wish to keep one running.
To give myself as an example, I currently subscribe to 4 streaming services:
Netflix (for most TV I watch, and a lot of movies)
Hulu (mainly for the Criterion collection as well as some TV I can't see anywhere else)
MUBI (inexpensive access to a rolling eclectic 30 day mix of art and independent cinema)
Exploitation.TV (cult & obscure cinema - currently subscribed "free" as I funded it during the Indiegogo campaign, but I may continue once I have to start paying monthly)
Now, I don't mind paying for all 4 at the moment, because they are natural competitors, each with a different selling point and price point. If MUBI decided to ramp its price up too much, or Hulu ditched Criterion, they wouldn't keep me as a subscriber for long. If I felt that, say, Netflix would host the exploitation stuff but they were being blocked by some monopolistic licencing, I'd ditch the last service. But, I can't imagine they would, so I'm happy to pay to access otherwise unseen material.
It's also worth noting that the first 2 services I was only able to access through VPN before Netflix launched locally for me a few months back. These legal services are making money from people like me, who may have few real local alternatives.
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Re: Re: Part of the Problem..
Then I'd agree with you entirely that some services would be more useful than Netflix for some stuff, maybe have more complete catalogs of a determined stile/niche or a presentation that caters to that specific audience.
NO content has ANY justification not to be available wherever. The service may have justifications to ditch one type and focus on others but the licensing shouldn't be determining that. Or geo restricting anything while we are at it.
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Re: Re: Re: Part of the Problem..
I'm sure HBO has decided they're better off with exclusivity. Either that or their contracts with cable companies prohibit it.
We need a central, standard licensing scheme where anybody can dip their toes and pay standard, non discriminatory prices.
Compulsory licenses for streaming movies? Nice idea, but I don't see that happening.
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Re: Part of the Problem..
No big deal since I happened to have all three at the time, but finding a single show can be very difficult with all the selling, pulling and re-selling.
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More...
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Re: More...
If I ever want to watch promos for upcoming episodes I have to run IE to do it now.
CBS's website has so many ads on it already that no way am I turning off my ad blocker over there.
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Globalization is only for Corporations, the consumers must at all costs be kept in their Geo-region content store.
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It makes no sense, what possible reason would Netflix or a content owner see to remove popular shows from an entire countries?
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Remember back in the old days when content owners didn't think Netflix could ever succeed, and so they licensed Netflix lots of great content at reasonable prices.
Once they saw it succeeded wildly, they realized they needed to price gouge. It's not enough merely to make money. We need to really stick it to consumers.
Such is the thinking of Big Idiocy. Er, I mean Big Content.
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Dear idiots at Netflix
There is nothing you can do about this without blocking the IP addresses of your own customers. Give it up. We win. You lose.
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Re: Dear idiots at Netflix
Second, the Netflix people have already indicated repeatedly that they are NOT idiots and they are just waiting for the idiot content industry to catch up to reality.
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Re: Dear idiots at Netflix
or maybe you'll be content with only watching stuff from the past, which i have to admit there is quite a lot of at this point.
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After all, VPNs aren't just for geo-faking to get at blocked content. I don't necessarily want to turn mine off just to watch a TV show.
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It is Time for the Entertainment Industry to wake up
While it still might work for physical/scarce goods, it does not for digital. When will they learn that these tactics make them appear to be whiny babies, who cry because you can't hand them the moon.
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How dare Netflix not accomplish the impossible!
And obviously, Google must share the blame for viewers being able to use VPNs to access Netflix. Because . . . um, because they are Google, that's why.
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Re: How dare Netflix not accomplish the impossible!
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MPAA, Movies/production studios are total retards
An example (as an American) is if I want to watch some Icelandic comedy, say Næturvaktin, I HAVE to pirate or stream it from a non-official source as it is STILL in production, 9 YEARS after it was first made. I can only guess that it's worse in other "non-rich countries" (read as: Not America)
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Word substitution
As the content companies heard it (and will repeat it): "...to engage in what's effectively global Netflix content terrorism."
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When a large chunk of the population of the plant is using VPN's, the noise level becomes a roar.
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Morons
Barely would effect me anyway since I'm part of some amazingly good quality torrent sites that stream almost any movie or show you could want and there completely free too.
If by chance this change did mess up Netflux for me I'd just unsub, I can find their content and more on other sites.
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Re: Morons
keep at it, it looks like you are going to get what you want. just explain how HBO is going to pay to produce Game of Thrones, Netflix makes Daredevil, etc. Believe it or not, actual money is exchanged in the production of those shows. So you are welcome to strip all the money out of the system as you believe is your right. But your demand that Netflx, HBO, Disney, etc produce multi-million dollars' worth of content for you for free is not likely to be met.
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Re: Re: Morons
It's not so bleak. Personally, I still buy physical media to give as presents. I sometimes watch public broadcasts of content that has been paid for by the advertisers whose content I also (have to) watch. I go to the cinema, oftentimes just to get out of the house.
Not to disagree with you, just pointing out that there are many different revenue streams. And many different moralities; Whisper's is certainly not universal.
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But like you, I don't believe that Netflix give a damn.
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This is why I'm so happy I decided to get Surfshark VPN. Now there are so many countries and servers on Netflix, and you have many more movies and TV series to choose from because the content sometimes differs in different regions. For example, I wanted to rewatch all the Marvel movies, and I found this link with a chronological list and servers in which you can find each movie (https://medium.com/@norbertgrinpt/how-to-watch-marvel-movies-on-netflix-in-order-4e968c6e00de).
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