Following its global rollout to over 130 countries, Netflix has been discussing the reality of its users bypassing geoblocked content via VPN services, admitting that it’s “not obvious” how to prevent it, The Globe and Mail reports. The technique of using VPNs, proxies, and DNS spoofers to access Netflix content in other countries has become widespread, especially in territories like Canada, citizens of which have access to only limited Netflix TV and movies, for which Ted Sarandos, Chief Content Officer for Netflix, blames “sliced and diced” territorial rights deals.
“Our ambition is to do global licensing and global originals, so that over maybe the next five, 10, 20 years, it’ll become more and more similar until it’s not different,” Neil Hunt, Netflix’s Chief Product Officer, during CES 2016 in Las Vegas last week. “We don’t buy only for Canada; we’re looking … for all territories; buying a singular territory is not very interesting anymore.”
Netflix in Canada also has to deal with cable providers such as Bell Media, which ‘protects’ its content to a fault, with CEO Mary Ann Turcke shopping her own daughter for bypassing Netflix’s geoblocking with a VPN, accusing her of “stealing”.
“We do apply industry standard technologies to limit the use of proxies,” Hunt added. “Since the goal of the proxy guys is to hide the source it’s not obvious how to make that work well. It’s likely to always be a cat-and-mouse game. [We] continue to rely on blacklists of VPN exit points maintained by companies that make it their job. Once [VPN providers] are on the blacklist, it’s trivial for them to move to a new IP address and evade.”
Netflix, however, hopes that users bypassing its geoblocks will become a thing of the past with global licensing deals. “When we have global rights, there’s a significant reduction in piracy pressure on that content. If a major title goes out in the U.S. but not in Europe, it’s definitely pirated in Europe, much more than it is if it’s released simultaneously,” Hunt said.