While 2012 for Netflix might see a bigger focus on their upcoming European expansion, they are not forgetting their existing markets, with the online streaming and movie rental giant promising to double the level of content accessible to users of Netflix in Canada.

Netflix had reportedly told their shareholders that with a boost in spending funds for next year, they plan to offer their Canadian website viewers ‘comparable content quality’ to their American counterparts.

Jason Ropell, vice-president of content at Netflix recently reiterated those claims, stating that there will be more content for Canadian subscribers, but for obvious reasons the amount will be limited in comparison to the much larger market in the USA. Ropell said of the plans: …[Netflix Canada] has more than a third of the content they have (in the U.S.) but we’ve only been operating less than a fifth of the time We’re already doing fairly well if you compare the two over the same period of time, but within a year I don’t see us ramping up to that quantity. But quality, I think we can get closer.”

Ropell added that since the Canadian service’s September 2010 launch, content levels have risen by around 50%, indicating key progression, while recent additions include TV series 90210, and movies True Grit, Black Swan, and 127 Hours. However, claims of ‘favouritism’ towards other territories still naturally remains due to US releases (including the recent US addition of series 4 of Arrested Development) generally being much earlier than the sometimes non-existent ones in Canada.

Ropell summarised: “That’s kind of the way we’re looking at it, to say, [The Canadian content] is broad, it’s deeper. It’s not in terms of quantity as deep, but in terms of quality … we’re there, we’ve got good content. I think generally speaking our strategy is to try when the opportunity is there, try to acquire for all the territories we’re in, but I can’t comment on [Arrested Development] directly because some of these things are still in flux. Sometimes the opportunities are there and sometimes they aren’t and it really highlights the fact that Canada is a separate territory, there are discrepancies and differentiations in rights and sometimes we’re the beneficiary of that in Canada … and sometimes we’re not.”

While a 100% increase in content might seem like a costly exercise, Netflix Canada have also assured users that they will not be paying for it with a price hike, so could this branch of Netflix be setting the standard of stable management to their big-money counterparts south of the border?

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