Etude de cas Netflix

[pic 1]

[pic 2]

Introduction

Netflix is ​​an American multinational company founded in Scotts Valley in 1997 by Reed Hastings and Marc Randolph belonging to the creative industries business sector and specializing in the distribution and exploitation of cinematographic and television works through a dedicated platform. Its head office is located in Los Gatos, California.

Initially, the company was only present in the commercial exploitation sector by providing an online home delivery DVD rental, purchase service, and then offered rental for a monthly subscription.

Its subscription video-on-demand service began in 2007. Since then, the company has embarked on the distribution of a large number of films and television series to which it is devoting increasingly significant investments.

In general, the company is participating in a change in the methods of consumption and production of audio-visual content increasingly oriented towards de-linearization. A pioneer in the subscription video-on-demand sector, Netflix faces competition in France and around the world from other film and television companies, as well as telecommunications and electronic commerce.

Summary

I-        Introducing Netflix        3

A.        Netflix’s offer        3

B.        Competitors in the market        3

C.        Netflix: Who is it?        7

II-        Netflix Strategy        9

A.        On internet        9

B.        Business Model        10

C.        Social Media Strategy        12

III-        Marketing strategy        14

A.        SEM : Search Engine Marketing (SEO and SEA)        14

B.        Customizing        16

C.        The customers journey and tools        17

D.        Segmentation        18

E.        Data-driven and ROI        19

F.        Algorithm        21

G.        Customer Relationship Management        22

1. Introducing Netflix

1. Netflix’s offer

Since its arrival on the market, Netflix has remained the world leader in SVOD “subscription video on demand”. However, its competitors are developing at an incredible speed and are present. So, who are Netflix's biggest competitors? What catalogue do they offer and how much do you have to pay to access a Netflix alternative?[pic 5]

Currently, no competitor seems to dethrone Netflix. However, it is not the only player in the market. The new streaming platforms are becoming more and more interesting and are starting to convince a large number of users.

Amazon Prime Video, HBO, Disney +, Apple TV Plus or Salto ... We are going to compare these 5 competitors of Netflix. Above all, here are the main features of Netflix:

• Netflix is a Californian streaming service, present in more than 190 countries.
• Netflix has approximately 140 million subscribers.
• The platform gives access to a large catalog of films and series of all genres.
• Netflix stands out from its competitors mainly through the creation of its own content.
• A large number of Netflix original series have become legendary. Among the best Netflix series, we can mention: Black Mirror, Orange is the New Black, You, 13 Reasons Why, La Casa del Papel, Narcos, Sex Education, Stranger Things, The Crown ...
• To subscribe to Netflix, you can choose between three price options: Essential price - 1 screen (€ 7.99 / month), Standard price - 2 screens (€ 11.99 / month), Premium price - 4 screens (15 , € 99 / month).
• Thanks to Netflix Party, it is possible to watch Netflix together, remotely.

1. Competitors in the market

1. Prime Video

[pic 6]

In 2006, the Amazon Company embarked on a new adventure: the creation of an SVOD platform called Amazon Prime Video. The platform was only introduced to the market in December 2016. Since then, the service has become one of Netflix's biggest competitors.

Like its rival Netflix, Amazon Prime Video offers a large catalogue of movies and series. The list varies by country. This means that the French catalogue is unfortunately smaller than that of the United States. As far as content is concerned, Amazon Prime Video offers cult and classic series: The Big Bang Theory, How I met Your Mother, Suits, Grey's Anatomy ... The video library is complemented mainly by American production films. .

To succeed in this competitive market, Amazon Prime Video has adopted the strategy of Netflix, that of betting on original productions. The platform has invested heavily in the creation of its own Amazon Series. Among the most popular series, we can cite for example: Good Omens, Hanna, The Grand Tour, Carnival Row…

The difference between Amazon and Netflix relates to the different forms of subscriptions offered. As mentioned above, Netflix offers three forms of monthly subscription that vary depending on the number of screens available simultaneously. In the case of Amazon Prime Video, the subscription is annual and amounts to 49 euros per year.

...