Netflix history
- 1. •Streaming vs DVD •Original Content
- 6. 15 YEARS company inception 6 YEARS after streaming
- 8. Netflix is the world's leading internet entertainment service with over 148 million paid memberships in over 190 countries enjoying TV series, documentaries and feature films across a wide variety of genres and languages. Members can watch as much as they want, anytime, anywhere, on any internet-connected screen. Members can play, pause and resume watching, all without commercials or commitments.
- 9. 148,000,000 97,000,000 25,000,000 0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 120,000,000 140,000,000 160,000,000 Monthy Active Users/Subscribers Monthly Active Subscribers for Netflix, Amazon Prime, & Hulu Netflix Amazon Prime Hulu
- 10. 2,300,000,000 1,900,000,000 270,000,000 0 500,000,000 1,000,000,000 1,500,000,000 2,000,000,000 2,500,000,000 Monthy Active Users/Subscribers Monthly Active Users for Facebook, YouTube Compared to Streamers Facebook Youtube Netflix + Prime + Hulu
- 11. 58% of downstream traffic in the world is video 51% of American’s who stream subscribe to Netflix
- 12. • Netflix.com started life as a DVD rental service in 1998; an online rival to the then dominant Blockbuster Video. • Hastings had claimed that he was spurred to found Netflix after being fined $40 by Blockbuster for the late return of Apollo 13, though he later revealed the story was a fiction intended to help foster a creation myth. • Storytelling • Avoiding Late Fees • Relatable • Making Fun • Trendsetting • New Medium (Internet) • “Cool” • Value Ads • No Late Fees • Convenience • Your ‘Netflix Queue’
- 13. Early Marketing WORD OF MOUTH TV COMMERCIALS TECHNOLOGY CUSTOMER FEEDBACK COMPETITOR ANALYSIS
- 14. Word of Mouth • Focus on DVD Subscription Service • Watch “some” shows online “Funny” / Relatable Television Commercials • Cinematch • $1 million Competition • Early Adopters of Set-top Boxes & Gaming Consoles • 2008 - Blue-Ray Players • 2009 - Xbox 360 and PS3 • 2010 - Apple Ecosystem & Nintendo Wii Investment in Technology • Netflix Box • Never Implemented • YouTube Customer Feedback / Competitor Analysis Early Marketing Strategy
- 16. Later Marketing WORD OF MOUTH ORIGINAL CONTENT CULTURE SOCIAL MEDIA
- 17. Word of Mouth • Informed by viewer habits Original Content • ‘Saving’ of shows • Tapping into popular franchises • Marvel Television • Netflix as a verb • Embracing ‘binge’ watching Culture • Innovative Campaigns Social Media Later Marketing Strategy
- 19. Engaging Content Netflix Socks Share Embrace the Binge Creating a Sense of Community
- 20. Engagement • Geo-targeting • Splitting the content into the regions • Behind-the-scene stories • Humor – a Netflix’s trademark • Listen to audiences • Influencer marketing • Acts as a friend to both the "big names" and normal audiences
- 21. Recap: Results 15% of Internet Traffic Worldwide #1 of Internet Traffic in US 51% of all Americans who stream subscribe to Netflix
- 22. Areas of Improvement Offer More Downloadable Content • Only a recent addition More Diverse Content Approach • Competitor Threats Extension of Popular Shows • No more than 3 Seasons Explore New Markets
Editor's Notes
- #2: We are going to talk about two significant brand initiatives that Netflix has implemented in the course of its’ 22 year history
- #10: Facebook – 2,300,000,000 Youtube – 1,900,000,000 Netflix – 148,000,000 Amazon – 97,000,000 Hulu – 25,000,000
- #11: Facebook – 2,300,000,000 Youtube – 1,900,000,000 Netflix – 148,000,000 Amazon – 97,000,000 Hulu – 25,000,000
- #13: Avoiding late fees, poking fun at blockbuster, you were “cool” if you used Netflix (Sopranos references)