Netflix : Streaming Media Giant Looking at Disney Enter the Market
Strategy, Research and Art: Chris Rankin
Professor: Denise La Bouda and Jim Wojtowicz
MFA – Academy of Art University Student Work
Netflix is Number One in audience but…
…technology has caught up and Disney has entered the arena.
Competitive Analysis – Netflix has a relative high price compared to the competitors which puts their audience at risk.
Insight – Audience retention is essential for meeting shareholder revenue expectations.
Audience Data Mining – took a look at the audience data available to identify who was most at risk for loss to the competition.
Insight – Devouring types tend to have the greatest experience swings on the platform. This behavior isn’t tied to demographics but to content topic and themes.
“Slow down or stop?!? I can’t because this is the connection to the world I was meant to be a part of.”
Description – These adults have come to the conclusion that life isn’t quite the oyster they would like it to be. But they are too comfortable conservative, or constrained to go after their passion. However, streaming gives them access to connect with that world they wish they were more involved with.
What they think today…
“That’s it?!? There must be more related to this but no matter where I search there’s nothing to find. Time to give it up and drown my sorrow somewhere that doesn’t remind me of what I lost.”
What they will think after this effort…
“Oh hell yeah! There’s more to this than just the show. – count me all in. Viva Netflix!”
Stories connect us.
Must feature Netflix Original Content
Consumer reward program – acknowledges watchers for completing Netflix Original Shows. Then continue to engage with them with supporting show content and a sweepstakes to drive re watching of show content.