Netflix experiments with the addition of Nike Training Club programming in an attempt to drive engagement.
Netflix continues to shake things up, even leading into the new year. Amidst this year’s turbulent cancellations, their crackdown on password sharing, and the potential for more future live programming, pending Chris Rock’s upcoming comedy special, the streaming giant remains persistent in looking toward what’s next. Netflix’s new Nike collaboration is another tactic by the streamer to retain a variety of fresh content on the platform, all while keeping existing subscribers and attracting new ones. Beginning December 30th, subscribers will have access to Nike Training Club classes exclusively through Netflix’s platform.
The addition of the Nike Training Club’s videos comes right before the new year and those pesky new year resolutions. “It’s not always easy to motivate yourself to exercise, but the option to feel the burn and then directly transition into one of your favorite shows does have a certain appeal” as stated in a blog post by Netflix Tudum. A grand total of 90 fitness videos – totaling 30 hours – will be released on the platform to start, but audiences can expect them to come in two waves. The first group will include 46 workout videos which will cover the fitness basics, high-intensity interval training, strength and core training, and yoga. The bright side is that most of these workout programs are geared towards beginners and require zero or minimal equipment, meaning they can be done even from the comfort of your home. The remaining videos are being released in 2023 with no definitive release date at this time. These programs are also available in 10 different languages, increasing the audience scope beyond an American, English-speaking audience.
The first five fitness programs audiences can expect include Kickstart Fitness with the Basics, Two Weeks to a Stronger Core, Fall in Love With Vinyasa Yoga, HIT & Strength with Tara, and Feel-Good Fitness.
Netflix Isn’t The Only Streamer Experimenting With New Avenues of Content
Netflix’s nascent partnership with Nike allows the streaming juggernaut to explore outside of film and television as a means to retain its audience and hook potential subscribers, especially those with a fitness kick. As it stands, Netflix has 223 million paid subscribers, which pales in comparison to other fitness brands, including Peloton’s exercising empire. Despite the news of Netflix’s new venture, the platform isn’t the only streamer experimenting outside of film and television content.
Currently, Apple also offers fitness content, which widened its audience scope this past fall as well. Apple Fitness+ moved away from Apple Watch and became available for all iPhone users in 21 countries back in September. The expansion came two years after the Fitness+ launch. It includes inclusive programming featuring all-star celebrities such as Regina Hall, Latin Grammy winner Nicky Jam, and Emmy Award-winning performer Leslie Jordan who appear on the fourth season of Time to Walk.
“Since launching just under two years ago, we have heard incredible feedback from users on what a difference Fitness+ is making in their lives. We are thrilled to bring the award-winning service to even more people by making Fitness+ available to all iPhone users later this fall, even if they don’t have an Apple Watch,” said Apple’s vice president of Fitness Technologies, Jay Blahnik. “We can’t wait for more people around the world to stay motivated toward their fitness and wellness goals, and live a healthier day.”