Netflix wants to get its users off the couch with new fitness content from Nike.
The streaming platform rolled out 46 workout videos Friday from Nike Training Club (NTC), the athletic brand’s app, and is set to add 43 more throughout 2023.
The first batch, which totals 30 hours, includes programs for fitness basics, yoga, high-intensity training and strength and core training, all of which are led by a Nike fitness trainer.
The programs will be available in multiple languages on all Netflix plans, with workouts for all fitness levels and interests.
The announcement comes the same day insiders revealed Netflix will crack down on password sharing next year – an action that has cost the company billions of dollars.
Netflix members will be able to stream fitness content from Nike Training Club. The first rollout includes 46 vides and 43 more will launch throughout 2023
Each NTC training program will include multiple episodes and members select workouts by type or duration.
Members can also search ‘Nike’ to find the workouts.
Nike is also taking advantage of the partnership to increase its subscribers.
NTC has 1.8 million active users, while Peloton last reported 2.97 million, but now, the athletic brand has access to Netflix’s 223 million global paid subscribers.
The workouts in the Netflix collection feature a dozen of Nike’s world-class trainers, including Kirsty Godso and Betina Gozo.
Netflix has reigned supreme among the streaming platforms for years, but the company lost its crown this year – and it started in April.
During that month, Netflix reported a loss of 200,000 for the first time in more than a decade.
This was despite the return of series such as ‘Stranger Things’ and ‘Ozark’ and the debut of the film ‘The Grey Man,’ starring Chris Evans and Ryan Gosling.
Netflix said: ‘The large number of households sharing accounts — combined with competition, is creating revenue growth headwinds. The big COVID boost to streaming obscured the picture until recently.’
The world’s dominant streaming service was expected to report slowing growth amid intense competition from established rivals like Amazon.com.
It is also battling traditional media firms such as Walt Disney, Warner Bros Discovery and cash-flush newcomers like Apple.
Then in July, Netflix reported another loss of 970,000 global subscribers.
In a letter to shareholders in July, Netflix said it had further examined the recent slowdown, which it had attributed to various factors, including password-sharing, competition and a sluggish economy.
‘Our challenge and opportunity is to accelerate our revenue and membership growth by continuing to improve our product, content and marketing as we´ve done for the last 25 years, and to better monetize our big audience,’ the letter said.
One way it plans to earn more from members is by cracking down on password-sharing and it intends to end this in 2023.
Insiders told the Wall Street Journal (WSJ) the time has finally come as Netflix battles against disappointing subscriber numbers since its rapid growth during the COVID pandemic.
The announcement comes the same day insiders revealed Netflix will crack down on password sharing next year – an action that has cost the company billions of dollars
The source said that co-CEO Reed Hastings told senior executives at a company gathering that password sharing has gone on too long and the pandemic only masked how bad it was.
Now the 100 million people who borrow passwords face missing out on their favorite shows on the platform, although sources told the WSJ that Netflix is likely to introduce the ban with caution because it fears a backlash.
The exact policy and how it will be enforced remains unclear, but the company is expected to use IP addresses to track password sharing and shut it down unless consumers would like to pay an additional fee to share the password.
Netflix has trialed a solution in South America, where it charged an additional $3 to $4 for a second home but later ‘sunset’ the idea.
It is a drastic turnaround for the company, which tweeted in 2017 that ‘love is sharing a password,’ and the executives are well aware consumers will not take it lightly.
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