Netflix ads promote Watch Now streaming service

Feature now available to all subscribers

By Jennifer Netherby -- Video Business, 6/7/2007

JUNE 7 | Netflix has started promoting its Watch Now instant online viewing feature in new TV ads, which began airing last week.

The ads show the Wrightnow family and their grumpy uncle Hector talking about the different types of movies they want to watch. The niece holds up a computer with Watch Now on the screen for Uncle Hector, who wants to watch a scary movie. Later, Hector is in one of the kids’ rooms watching a scary movie on the PC. (See ad on YouTube.)

Ads push Netflix as a hybrid service, closing with the tag, “DVDs in your mail fast and movies on your PC instantly.”

Spokesman Steve Swasey said the retailer has begun promoting Watch Now in advertising across all mediums as the service is now available to all members. Online ads also promote “instant viewing online” along with no late fees and free shipping.

Netflix began rolling out the Watch Now feature to members in January and by the end of March had made it available to all subscribers, beating its June target, Swasey said.

Through Watch Now, Netflix subscribers can watch select TV shows and movies streamed online for a certain number of hours each month, depending on the type of subscription they have. (Read our review.)

Swasey said more than 2,000 programs are now available on the service.