Ahead of Christmas, digital video provider EzyFlix.tv has launched a holiday pricing promotion, which it states will provide consumers with savings of up to 33 per cent compared with iTunes and Google Play.EzyFlix.tv states the promotion will allow Australian consumers to purchase movies for the same price as their US counterparts, with download-to-own titles to carry a price tag of $16.99.
The move comes amid an increasingly competitive local digital content market, with a number of new players set to enter the market in 2015.
Netflix will launch in Australia in March 2015, while Stan, the product of a Nine Entertainment Co. and Fairfax Media joint venture, will also likely launch early next year.
Craig White, CEO of Access Digital Entertainment, the company behind EzyFlix.tv, labelled it “outrageous” that Australian consumers don’t have access to the same prices as other countries when it comes to digital content.
White said EzyFlix.tv is “proud to be the first provider to deliver a premium digital service to locals” without an inflated price tag, with top titles on sale until Christmas.
“We’re operating a loss-leading strategy to deliver better value and access to box office hits like Guardians of the Galaxy, Transformers: Age of Extinction, Mrs. Browns Boys D’Movie, The Inbetweeners 2 and Dawn of the Planet of the Apes, which will all be available at our special holiday pricing,” he stated.
White added EzyFlix.tv hopes to demonstrate to studios that consumers will choose to pay for the content if they can access it conveniently and are not ask to pay an unfair market premium.
