A Case Study of Netflix’s Marketing Strategy

Abstract

With the global epidemic, home entertainment is particularly important. Netflix streaming company offers a vast inventory of movies and TV on demand. Netflix has grown substantially since the 2020 epidemic, adding 16 million subscribers. As a leading company in the streaming industry, the reasons for Netflix’s success are worth analysing. This paper analyses Netflix’s promotional strategy, success stories and experiences and identifies problematic areas for advice. The study finds that Netflix’s promotional strategy is related to social media, which is used to increase interaction with viewers, such as the case of Netflix’s successful entry into the Spanish market using Twitter. The disruption of the business model and the creation of a recommendation system enhance the user experience. The development of original content attracts new subscribers through innovation, as in the case of Black Mirror, which created a new interactive model. At the same time, a number of problems have been identified, such as the limitations of Netflix’s international development, the dependence of revenues on subscriptions and the high cost of producing original content.