Netflix Case Study 

Weiss, Geoff. Netflix Content Chief Says Programming Spend Will Increase, Discusses Most Popular Shows. 29 July 2016. 

February 28, 2023

Netflix, a very popular streaming service, is available across a very wide range of devices. This is an example of a technological convergence and through this, the audience obtains increased accessibility and user convenience. While the competition continues to rise in the streaming market, Netflix remains very popular because of its personalization. This is an example of the Barnum Effect. If there is something that pleases everybody, people will believe in it and therefore follow it. Netflix has also shown that they want to create their own content rather than bulk buying existing content. The most popular Netflix original is Squid Game which received 1.65 billion hours of watch time. Other popular original content is Dahmer, Stranger Things, and Bridgerton. Compared to HBO ($7.72B), Netflix rakes in four times the revenue ($29.64B). With more than 81 million members, Netflix is a master at marketing and recommending different titles to peak interest. By using images with faces, we can get a better sense of the emotion involved which enables us to better connect with the concepts being presented. Many movie posters focus on the character's faces as well which make the viewers feel a certain way about the media and what it portrays. To test this, Netflix often conducts surveys to its consumers to test which titles will gain the most traction. For one experiment, they showed six different main images for “The Unbreakable Kimmy Schmidt”. The winning image depicted the two main characters looking surprised at something in the distance. This showed complex emotions and provided insight into what the program would offer. Because Netflix takes the steps to personalize their media to the viewers, it has become very profitable for this reason.