Netflix

• Netflix


  One of the most popular media and video streaming platforms, with over 8000 movies or TV shows available and over 200M subscribers globally as of mid-2021
• The 'paradox of choice' theory means audiences may feel distressed by the amount of content available
• Netflix's vertically integrated business model

  • Control over the entire content production process leads to better content that meets the needs of its customers
  • Unique customer experience leads to increased customer loyalty
  • Enables Netflix to remain competitive and innovative in the entertainment industry
• Netflix is not traditionally vertically integrated like other media conglomerates, but it does come out with its own 'Only on Netflix' content
• Horizontal integration


  Netflix reaches a large range of content across different formats, such as TV shows, movies, documentaries and original productions
• Netflix's primary strength lies in its horizontal integration, offering a vast array of content across different genres and formats, and licensing content from various sources
• Cross-media strategies used by Netflix

  • Gaming
  • Film
• There is cross-media synergy as Netflix promotes its original content through the use of social media, traditional advertising, and partnerships with other companies
• Netflix frequently extends the reach of its content through merchandising and licensing agreements, producing branded merchandise like clothing, toys, or collectibles based on popular Netflix shows or movies
• Cross-media convergence


  • Allows Netflix to engage audiences across multiple platforms and devices seamlessly, increasing accessibility and enhancing user engagement
• Netflix exemplifies synergy in content production through partnerships with external production companies, studios, and talent, such as its collaboration with Marvel Entertainment
• Hyper-personalization


  Netflix uses 'because you watched...' recommendations to attract consumers to a higher level
• Alliances developed by Netflix

  • Partnerships with Smart TV companies like LG, Sony, and Samsung
  • Services over gaming platforms like Wii, Xbox, and PlayStation
  • Connections with television network companies
  • Partnerships with operating systems like Apple, Microsoft, and Android