Fitness content is coming to Netflix.
The details: Starting December 30, Netflix members will have access to more than 90 workouts from Nike Training Club, the apparel brand’s digital fitness platform.
Featuring more than 30 hours of content, sessions are geared toward different ability levels and fitness modalities—from yoga to strength training to HIIT—all requiring minimal space/equipment.
Perfectly timed to coincide with resolution season, Netflix’s 223M global members can expect programming in 10 languages, with additional workouts coming throughout the year.
What it means: Over the years, numerous platforms claimed to be the “Netflix of fitness.” Now, the streaming giant may be vying for that title.
- Launched in 2020, Apple has expanded Fitness+ to iPhone users in 21+ countries.
- In 2021, Samsung invested in obé fitness, expanding the library of health content on its smart TVs.
- This summer, Equinox partnered with Google TV and Android TV OS devices to distribute its digital fitness content.
TBD. As Peloton rethinks its product and pricing strategy, teaming with a Netflix-like platform to showcase its high-quality content and A-list instructors could create a new entry point into its digital/equipment ecosystem.
Punchline: Netflix is hoping the addition of workout content helps it attract/retain members by increasing the perceived value of its subscription. All streamers, for that matter, could become powerful distribution partners for digital fitness brands.