The favorite brand of millenials*, Netflix defends a unique offer in an ultra-innovative market. Offering a unique and exclusive catalog that appeals to everyone, the brand is now part of the everyday life of most people.
But where does such a revolutionary idea come from?
In 1997, Reed Hasting, an American entrepreneur with a degree in artificial intelligence, was inspired by movie rental stores, in an era where the Internet was becoming more prominent, to come up with a totally innovative offering. So, if you want to watch a movie but are already tired of going to a rental store and hesitating for hours on which one will entertain you the most, you can now use Netflix. With one click, you can access a catalog of movies to rent or buy, delivered directly to your home.
The revolutionary offer that conquered many people has logically evolved: The idea? To simplify an already ultra-simple offer. Inspired by the newly born Youtube, Hastings improves its business model by offering a subscription video on demand service (SVoD). The objective is clear: to allow spontaneous access to the catalog, ultra simplified, avoiding any advertising that could damage the experience.
Original content; how does Netflix make its offer exclusive?
Netflix is also well known for its original productions, and it is with the series « Beasts of No Nation » that the platform starts to produce its own content. Today, every year, the platform offers original content that is totally diverse, ranging from local auteur or genre films to big productions and hit series. A way for Netflix to diversify its catalog while offering exclusive content, « quality », not found in competitors.
Exclusive content that justifies in August 2021 the increase in rates of the platform, the goal: always offer more content to remain leader in the face of growing competition.
But where does such a revolutionary idea come from?
Netflix adapts its catalog according to each country, their cultures, the authorizations applicable, etc. In the same way, a part of the production of these contents and its communication is managed on a local scale: the idea being to be as close as possible to each « binchwatcher » and their preferences. (ndlr: Netflix can be your best friend)
This local production also makes it possible to open up certain countries to content from elsewhere. This is how the series Lupin, initially produced for France, has been successful overseas. A way to contribute to the globalization and sharing of cultures and proves that Netflix is now a global brand.
With today’s Netflix button on remote controls, it is clear that the brand has become an interplanetary entertainment giant and is one of the main players of the « On-demand Culture » **. As of Q2 2021, Netflix has more than 209 million paying subscribers worldwide*** a figure that is not about to decrease.
____________ Noémie TSILA
Word count: 479
Work Cite –
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Illustrations –
Netflix. (2016, 20 janvier). Netflix Logo 2001 [Illustrations]. Wikipedia. https://upload.wikimedia.org/wikipedia/commons/6/69/Netflix_logo.svg
Serie Ophile. (2021, 12 janvier). Lupin : Top 1 in US [Photography]. Serie Ophile. https://serieophile.fr/lupin-est-la-premiere-serie-francaise-qui-cartonne-aux-etats-unis/
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