Netflix Is One of the Most Innovative Case Study

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Netflix is one of the most innovative companies of 2014. They are an internet TV business. They provide online streaming content, including DVD/Blu Ray rentals shipped directly to the home of subscribers. The company's CEO is Reed Hastings. Netflix's main headquarters remain in Los Gatos, California. It boasts 2,022 employees towards the end of 2013.

A brief background reveals Netflix.com was founded on 1997 and its mission statement at the time was to offer online movie rentals. In 1999, the company began offering a selling and subscription service. That same year the secure $30 million from Group Arnaul as investment capital. In 2000, the company launched CineMatch, a personalized movie recommendation service.

In 2002, the IPO brought the company 850,000 members. In 2006, the business announced a prize of $1 million for ten percent improvement in accuracy of recommendations. In 2007, Netflix introduced streaming. In 2008, Netflix collaborated with consumer electronic businesses to allow Netflix streaming on their devices. In 2010, Netflix launched in Canada. Netflix launched in the Caribbean and Latin America in 2011.

That same year, Netflix announces Qwikster, which is a separation of DVD rentals and online streaming services. In 2013, Netflix began its original programming with the successful TV drama, "House of Cards." From there it has generated other original series and purchased rights to other TV shows. It has gained exclusives and works with movie and film companies to distribute other exclusive content.

Overall, the company has branched off into one of the best streaming sites in the world, offering exclusive and original content as well as providing affordable subscription prices. The CEO, Hastings, believes consumers should have easy access to their favorite shows and films. Netflix does this and does this well. Perhaps this is why people see the company as being innovatively fresh.

2 With the use of Netflix's streaming and DVD rental services, online piracy has gone down. Why is that? It is because it offers a culture looking for convenience, an easy option to view movies and shows without having to go through the hassle of advertisements and commercials. People want to see episodes of shows back to back. They like the idea of pausing movies to get some popcorn or answer a call. Netflix offers that and then some.

A new culture that exists in the world today are children or grew up in the era of TIVO. TIVO was a device people could use to record their favorite shows so they can skip the commercials and just watch the content. People growing up in that or were influenced by that, developed impatience when it came to watching programs. They wanted a way to watch their favorite shows, all past seasons, and either watch them for hours on end, or watch them at their own pace.

Netflix provides this and from virtually any Wi-Fi enabled device. Netflix does not have commercials in their programs. They even have an HD option and it can be seen on a TV or on a mobile phone. Thanks to the latest innovations, all it takes is a simple stick device plugged into an HD TV to watch one's favorite TV shows with no interruptions and the ability to pause and unpause at any moment.

Most people, especially in America, want convenience. They want easily accessible content; Netflix does this the best with a small, monthly subscription fee. They enable customers to have what they want in as little as few seconds. Their taste profile also gives recommendations to subscribers based on what they like the most. It is TIVO for the modern age.

3 Netflix attempts to establish itself as a convenient way to watch your favorite content anywhere and at any time. They have done well to solidify themselves as a streaming media company. When it comes to consumption and maintaining their ease of stream and DVD rental services, they sometimes undergo some problems. Cable companies for instance do now allow too much data usage from users. This is also true for mobile providers as too much data usage enables capping which means any subsequent data usage will be limited, making for slow internet and inability to stream from Netflix.

Netflix tries to explain to its users these problems and wants them to know they are not responsible for the actions of outside companies. They can provide quality HD streaming if the company providing the internet maintains a fast internet connection. Even on Wi-Fi, Netflix seems to work well. Some other hiccups come from delivery of their DVD rentals.

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Conditions during delivery may slow the time the DVDs get to subscribers.

Although these problems often do arise, most of Netflix's subscriber base remains content and satisfied with the services Netflix offers. The DVD rental service remains popular and strong and most customers trust in the way Netflix will handle their problems and complaints. The streaming service although slow at times due to cable companies and internet providers, manages to run even on slow internet connections.

Truly, Netflix remains and most likely will remain in the near future, one of the best streaming sites. Although DVD rentals are another popular service, the streaming makes Netflix so popular and establishes them as the leader in streaming media services. Regardless of how many problems Netflix experiences, they handle the problems well and effectively. They keep customers happy and satisfied and remain constant and useful.

4. Neflix offers a host of brilliant marketing and brand strategies that give customers a view of what they will be getting as consumers of the main services Netflix has to offer. In a recent article, the author discusses the techniques Netflix uses in order to maintain and gain new customers.

High Quality Content

No B-list acting or low-budget shooting here. Netflix's main content marketing attraction, House of Cards, boasts highly respected actors such as Kevin Spacey and Robin Wright, as well as a production budget of $50 million. The investment seems to be paying off -- the show has garnered serious buzz on social media and has been nominated for several Emmy and Golden Globe awards.

Personalization

I've previously written about how companies that personalize their brand and their communications with the consumer can spark even greater engagement. Netflix's unique use of algorithms allows the company to offer personalized content to its consumers, in the form of its decidedly accurate "Recommended For You" sections. This allows for greater consumer engagement based on individual interests, which also gives Netflix the platform to naturally promote its own content toward the targeted audience.

Emotive Advertising

Rather than continue to promote its content through traditional direct response advertising, Netflix has moved to a more narrative storytelling approach -- a key component to creating content marketing videos. Netflix's seasonally themed TV spot "Holiday Tree Topper" comes to mind as an illustration of this. In the commercial, audiences are drawn into a humorous yet heartwarming look at the life of one family over the course of several Christmases. (Netflix is lightly branded in this spot and only toward the end.) (Trice)

Not only does Netflix use these strategies, but also most importantly, they give customers what they want and desire in their viewing experience. Netflix understands its audience enjoy binge-watching episodes of some of their favorite TV shows. In a tactically bold move, the company decided to distribute thirteen episodes of their original series, "House of Cards" at once, allowing audiences contact to a favorite process of consumption. Though some contend that this was and is the wrong thing to do, it thoroughly promotes brand loyalty since most other if not all other companies of this nature do not do this. Customers are much more expected to participate with a brand that instinctively aligns with their habits and likes.

Netflix establishes customer loyalty through making and giving content that people want to watch. They consistently deliver shows and films with minimum site problems. They give new content in short intervals. The company presently aims to create (in higher quantities) original shows people enjoy and want to watch. Netflix also may buy out cancelled shows that viewers want to see renewed again.

A prime example of this is "Witches of East End." Lifetime the network, could not afford to give a third season to the highly popular show. Instead, loyal viewers decided to try to pitch the idea to Netflix so they could buy the show and release it on their streaming service. If they accept such a deal, they may end up gaining even more customers that are loyal since over 122,000 want the show renewed.

Overall Netflix develop brand loyalty through satisfying the needs and expectations of customers. They deliver high quality content and original shows that people love watching. They may venture into buying out cancelled shows. However, that is something that remains a possibility more than a sure thing. Regardless, customers trust and know that Netflix will give them what they want. They understand that Netflix delivers ease of use.....

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