Netflix wants to get you off your couch with new fitness content from Nike.
On Friday, the streaming platform released 46 workout videos from the sports brand’s app, Nike Training Club (NTC), and plans to add 43 more throughout 2023.
A total of 30 hours, the first batch includes fitness fundamentals, yoga, high-intensity training, strength and core training programs, all led by Nike fitness trainers.
Programs are available in multiple languages on all Netflix plans, with workouts for all fitness levels and interests.
The announcement comes on the same day that insiders revealed that Netflix will crack down on password sharing next year.
Netflix members can stream fitness content from Nike Training Club.The initial rollout includes 46 videos, with another 43 scheduled for release during his 2023
Each NTC training program includes multiple episodes and members choose workouts by type or duration.
Members can also search for “Nike” to find workouts.
Nike is also using partnerships to grow subscribers.
NTC has 1.8 million active users and Peloton previously reported 2.97 million, while sports brands now have access to Netflix’s 223 million global paying subscribers.
The Netflix collection of workouts features many of Nike’s world-class trainers, including Kirsty Godso and Betina Gozo.
Netflix has reigned supreme among streaming platforms for years, but the company lost its throne this year – and it started in April.
That month, Netflix reported losing 200,000 subscribers for the first time in over a decade.
This was despite the return of series like ‘Stranger Things’ and ‘Ozark’ and the debut of the movie ‘Gray Man’ starring Chris Evans and Ryan Gosling.
Netflix said, “A large number of households share accounts, which combined with competition creates headwinds to revenue growth.
The world-dominant streaming service was expected to report slowing growth amid stiff competition from established rivals such as Amazon.
It is also battling traditional media companies like Walt Disney and Warner Bros. Discovery as well as Cashflash 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 investigated the recent slowdown and said it was due to a variety of factors, including password sharing, competition and a weak economy.
“Our challenge and opportunity is to continue to improve our products, content and marketing, as we have done for the past 25 years, to accelerate revenue and membership growth, and better monetize our large audience. That’s it.
One way we plan to make more money from our members is to crack down on password sharing, which we plan to end in 2023.
An insider told The Wall Street Journal (WSJ) that it’s finally time for Netflix to battle disappointing subscriber numbers since its rapid growth during the COVID pandemic.
The announcement comes on the same day that insiders revealed that Netflix will crack down on password sharing next year.
Co-CEO Reed Hastings told senior management at a company gathering that password sharing has been taking too long and the pandemic is only masking how bad it is, according to the source.
Today, the 100 million people who borrow their passwords face missing out on their favorite shows on the platform.
The exact policy and how it will be enforced remain unclear, but the company uses IP addresses to track password sharing and hopes that consumers will pay an additional fee to share their passwords. Unless otherwise, we plan to close it.
Netflix was experimenting with a solution in South America, charging an additional $3 to $4 for a second home, but later called the idea “sunset.”
For a company that tweeted in 2017 that “love is sharing passwords,” this is a dramatic shift, and management is fully aware that consumers don’t take it lightly.
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