We are going to talk about two significant brand initiatives that Netflix has implemented in the course of its’ 22 year history

1. •Streaming vs DVD
•Original Content

2. Company Timeline

5. 9 YEARS
company inception

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