Variety is reporting that Redbox plans to revisit the streaming category with a new video-on-demand service dubbed Redbox Digital. The new service would be a pay-per-use offering similar to iTunes or VUDU that allows customers to order individual titles. Redbox’s previous streaming endeavor, launched in 2013 and called Redbox Instant, tried to follow Netflix’s subscription model with little success, lasting only about 18 months. An official launch date for Redbox Digital has not yet been announced.
Redbox is getting ready to give online video another shot: The DVD rental service has plans to launch a new video streaming service called Redbox Digital, Variety has learned from multiple sources familiar with the company’s plans, as well as a series of leaks that included concept screenshots and the logo of the service. A closed beta test may be available soon, according to one of those sources.
A Redbox spokesperson sent Variety the following statement: “Redbox continually looks for ways to enhance our customer experience. For tens of millions of consumers, Redbox is their source for new release rentals without a subscription. As such, we regularly conduct tests of potential new offerings, that may or may not be brought to market, as part of our ongoing commitment to provide additional value.”
In many ways, the streaming service will be a déjà vu for Redbox customers: The DVD rental company had launched a streaming service dubbed Redbox Instant in a joint venture with Verizon in early 2013, only to shut it down some 18 months later.
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