MUBI is a subscription service for access to films and videos. Similar to Netflix and Amazon Prime, you pay £5.99 a month to access films news. The target audience of MUBI are older people who are more likely to go to the cinema than access films online or on illegal sites. The motto of MUBI is 'Watch great cinema' and they make sure they have 30 films up at all times and it changes each month. So once a film has been up for a month, it most likely won't come up again. The branding is different because it gets straight to the point with what they have to offer, so it's easy and simple for use (especially for elderly people.) The fact that I've never heard of it suggests that this isn't advertised for young people as young people are more likely to know how to access films online illegally.
How is the branding different from that of other platforms?
As we can establish from the images above, MUBI use simplistic branding to showcase their USP. This is the idea that they give you a simple service of ultimate high quality. This links to their target audience as it is clearly targeted at a mature audience that does not need bright colours and large images to entice them.
Next Up is a comedy streaming platform that you have to subscribe to in order to access. This could be seen as a threat of Netflix's as individuals may choose to subscribe to them instead of Netflix in order to access new comedy acts. Comedy is a large section of Netflix's offer and they may be effected by up and coming platforms such as Next Up. Below is an example of how Up Next is branded, highlighting its mature nature and simplistic approach to comedy - something that may find attractive.