Netflix’s story, which disrupted the movie rental business, is well known to many. Through a unique approach to video streaming, the company has completely transformed itself into a leading internet streaming network. In 2020, Netflix has more than 192 million paying subscribers in more than 190 countries.
Let’s look at five big lessons your tech company can take away from Netflix.
Invest in original content creation
During the early 2000s, Netflix’s streaming was built around curating existing content from other sources. While this was a working model, it wasn’t a very sustainable one. When it comes to curating content, you cannot fully impact a company’s success since there are too many factors that are not under your control. Simply put, you don’t own the content you offer.
In 2011, Netflix announced that they would start creating their first original series, House of Cards. Later they created Orange is the New Black, The Unbreakable Kimmy Schmidt, Bloodline and other original, on-demand pieces of content that were lined up to be available via the streaming platform.
In fact, by investing in original content, Netflix found a way to give the audience exactly what they were interested in. Unlike the curation model, creating original content is a way to develop a self-sustainable way of generating revenue and acquiring new users.
Nurture your audience naturally
What Netflix’s marketing specialists know for sure is that gaining leads is nothing if they don’t actually use the service or simply cancel their subscription. To move users down the funnel, you need to nurture leads and delight your existing customers. You can do that by providing them with helpful, valuable, or educational information that will build their trust in your expertise.
Netflix has found great ways to do this. To keep users engaged with the brand and make them invest resources (time, money, attention, etc.) in the platform, Netflix introduced new high quality shows, series, and movies in a way that felt friendly and natural to the target audience. For instance, when you log into the account, you can see ‘top picks’ based on what you’ve watched earlier.
Netflix is also great at email marketing when it comes to nurturing and engaging their users. They stay connected with their subscribers by sharing news, offers, and recently added releases in emails.
Be willing to adapt
Another factor that made Netflix number one in the entertainment industry was their willingness to adapt to trends and changes.
Back in 1997, the idea around Netflix was simple. They offered people to rent movies without the need to leave their homes. That was about the essence of their business model . However, instead of resting on their laurels like their competitors did, Netflix was able to transform. That’s how they started to offer streaming services to their users.
With the trend of users spending nearly 60% of their time online on mobile devices, even when it comes to real money games according to CasinoExpert.co.uk, Netflix embraced mobile optimization. They made user experience high-quality on every device be it a PC, a Macbook, a Smart TV, or an iPhone.
This example also gives us a clear understanding that digital transformation is not something that has a start and a finish. It is an ongoing process. Transformation never ends.
Netflix works hard to outpass competitors such as Amazon Prime, Hulu, and HBO. One way to stay competitive is to seize good ideas on time. A great example is related to the animations that are signposted not with a Netflix brand but with the show’s main character in a children’s platform interface. This idea naturally came from a team member who noticed his kiddo saying characters’ names when asking to watch something.
What’s interesting is that Netflix is not driven by pressure to do things first. They’re obsessed with delivering the best watching experiences possible.
Adopt pricing policies
It’s a well-known fact that financial services in low-income countries are at a serious disadvantage compared to more developed regions. Netflix has become an example for many companies in this aspect. They offer services at different prices in different markets. In the United States, a monthly subscription for Netflix costs $7.99 per month. In contrast, a basic Netflix plan in Japan costs $5.72 while the same plan in Switzerland costs $14.90.
By offering varying pricing options, Netflix becomes the service of choice. Tech companies should definitely consider this tiered pricing method if they plan to expand into new markets.
Netflix is a brilliant example of a company with insights for different industries and products. From their branding and content to their business model, personalization approach, and service quality, the company has succeeded in making smart decisions thanks to their innovative marketing concept and dedication to research and metrics. Netflix has developed a deep understanding of their audience’s needs and preferences. This knowledge, combined with an affordable product, gives the brand a lot of opportunities now and in the future.