Netflix: How to Keep a Continued Success

DOI

10.2991/aebmr.k.220603.197How to use a DOI?

Keywords

Netflix; Streaming media; Marketing strategy; Video recommendation algorithm; Consumer behavior

Abstract

Netflix, a subscribe-based online movie platform was launched in 1997 by Reed Hastings. The company began with a DVD rental store through the pay-per-rent model and monthly subscription approach. People could rent a movie in DVD format, and the DVD would deliver directly to their house. By 2006, Netflix had 44 centers across the United States which made it easier and faster to deliver DVDs to its subscribers. Netflix shifts its focus to streaming media by 2007. Having an adequate audience basic, it expanded internationally starting in 2010 with Canada and is available in over 190 countries. Today, Netflix has more than 200 million subscribers around the world and gains $7.7 billion in a year. By using data query, data analysis, and current political analysis, this essay analyzes the marketing strategy of Netflix infirm and consumer’s perspectives. This essay concludes that the reason Netflix has been able to maintain its continued success in the streaming industry is due to its innovation in movie concepts and conformation to the internet. What’s most important to Netflix’s solidification of the streaming industry is its core philosophy of continuous innovation and focus on growth. Netflix is well-positioned in the market and has a clear goal: to focus on “finding the most satisfying personal experience of global titles for everyone.”

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yuehan Wang
PY  - 2022
DA  - 2022/07/01
TI  - Netflix: How to Keep a Continued Success
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 1215
EP  - 1219
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.197
DO  - 10.2991/aebmr.k.220603.197
ID  - Wang2022
ER  -