Redbox beta launched Redbox On Demand, a new on demand service which complements its new-release offering at kiosks by delivering a broader selection of movies and TV shows via transactional VoD and electronic sell-through (EST).
Unlike subscription services like Netflix and Amazon Prime TV, Redbox on Demand is the equivalent of its kiosks business but without the physical DVD box.
Right now the services does not include any Disney movies as Disney and Redbox are currently in a lawsuit over Redbox selling digital download codes to Disney movies. "Redbox provides our customers with choice - the value they want and expect from our kiosks, the instant gratification of On Demand rentals and purchases, and the availability of new-release content, all without monthly subscription fees".
"It's really, really important to understand that there's segmentation in the market", said Smith.
Galen Smith CEO of Redbox. Courtesy of Redbox
Redbox has around 42,000 kiosks in service, 45 million active email subscribers, 35 million app users and 27 million loyalty club members.
"We think it's a really interesting, natural extension to what we're already doing", he said. "An Apple TV app is launching in the coming weeks". Now available in public beta on the Redbox website, Android and iOS devices, the Apple TV, Chromecast, Roku and Samsung Smart TVs, Redbox On Demand will be coming to more platforms during the beta.
"We still see opportunity, that there is incremental demand for physical rental out there", Smith said. You will also be able to buy movies for $10.
In the home-entertainment sector, digital VOD has been stagnant or in decline in the past year. Smith believes Redbox On Demand can help drive up revenue for itself and its studio partners.
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