MUMBAI: The Sony run video service - Crackle - is no more crackling among UK users and the media conglomerate has had to take the tough call of shutting it down completely from 1 April.
The company posted a notice about the closure on Crackle’s UK homepage that read: “We’d like to thank all those who have supported and enjoyed Crackle UK. As of April 1, 2014 Crackle’s UK service will no longer be operating.”
Crackle offers viewers free, ad-supported video content, including full-length movies and TV series. The service also operates in US as well as Canada, Australia and close to 20 countries across Latin America, and those operations will not be affected by this closure.
One of the major reasons for the call to shut shop in UK seems to be the increasingly competitive market in the country. Netflix entered UK two years ago and reached out to an estimated 1.5 million subscribers and there is also Amazon, which has been fighting hard to stay relevant by closely aligning its Lovefilm service with its core brand.
Both companies have also tried to outbid each other on content rights for British viewers, undeniably raising the costs for Crackle and any other third-party service to compete. And in the case of Crackle, Sony also had to monetise the service through ads, which may be even harder in a comparably small market like UK.