FINLATICS

Case Study
Pavithra Thangaraj
About
Netflix India is a popular streaming service that
offers a wide variety of Indian and international
movies and TV shows, including original content.

Netflix's USP is its focus on providing a wide

variety of high-quality TV shows and movies at
affordable prices. Netflix also offers a convenient
and user-friendly experience, with no
commercials and the ability to watch content on
any device.
Competition

Amazon Prime Video Disney+ Hotstar SonyLIV

Most popular OTT streaming SonyLIV is a popular OTT streaming
Offers more variety of Indian
service in India. Offers a wide service in India that offers a variety of
movies and shows. Amazon
variety of Indian movies and TV Indian and international movies and
Prime Video is also available as
shows, including original content TV shows, including original content.
part of the Amazon Prime
from Disney, Marvel, Pixar, and SonyLIV also offers live streaming of
subscription, which includes
Star Wars. Disney+ Hotstar also sporting events, such as the UEFA
other benefits such as free
offers live streaming of sporting Champions League and the English
shipping and music streaming.
events like the IPL. Premier League.
Why Netflix stands out in India?
Wide variety of content including Indian and international movies and TV shows,
documentaries, and stand-up specials.
Original Indian content like Sacred Games, Delhi Crime, Kota Factory, and Ludo. Netflix is
also dubbing and subtitling its international content into Indian languages.
Partnerships with local telecommunications companies and mobile operators to offer its
service to a wider range of consumers. For example, Netflix has a partnership with
Reliance Jio to offer its service to Jio subscribers at a discounted price.
Affordable: Netflix India offers a variety of subscription plans, starting from INR 149
per month for a mobile-only plan. This makes Netflix India one of the more
affordable OTT platforms in India.
User experience: Netflix India has a user-friendly interface that makes it easy
to find and watch content. It also offers features like personalized
recommendations and offline downloads.
Global Image: Strong brand recognition and reputation for quality content.
 Present Strategy
Netflix's marketing and business strategy is focused on 4 key areas:
Content | Personalization | Convenience | Affordability
Netflix invests heavily in original content. Netflix produces original TV shows and movies in a variety of
genres and also licenses content from other studios and networks. This ensures that all popular content
is on Netflix.
Netflix uses data and machine learning to personalize the viewing experience for each user. Netflix
recommends content based on a user's viewing history, ratings, and other factors.
Netflix is available on a wide range of devices and platforms. Netflix can be watched on smart TVs,
streaming devices, gaming consoles, smartphones, and tablets. This makes it easy for users to watch
content whenever and wherever they want.
Netflix uses a variety of marketing channels to promote its content and brand. Netflix uses social media,
television, and print advertising to reach a wide audience. Netflix also partners with other companies,
such as telecommunications companies and mobile operators, to offer its service to a wider audience.
Netflix has over 220 million subscribers worldwide, including over 5 million subscribers in India.
 One Story Away: This global campaign launched in 2020 and celebrates the power of stories to

Marketing 1
connect people. The campaign features a series of short films that show how stories can
transport us to new worlds, make us laugh, and help us understand each other better.

Campaigns FYSEE: This annual campaign showcases the best of Netflix's TV shows and movies to Emmy
2 and Academy voters. FYSEE events feature immersive experiences, such as behind-the-scenes
tours, interactive exhibits, and exclusive screenings.

Tudum: This global fan event launched in 2021 and features exclusive trailers, teasers, and
3 announcements for upcoming Netflix shows and movies. Tudum also features interviews with
cast and crew members, and behind-the-scenes footage.

Netflix Is a Joke: This comedy brand launched in 2016 and features stand-up specials, sketch
4 comedy shows, and talk shows from some of the biggest names in comedy. Netflix Is a Joke also
produces live comedy events and festivals.

Netflix often creates custom marketing campaigns for specific shows and movies. For example,
Netflix is known for its creative when the fourth season of Stranger Things was released, Netflix created a series of interactive
and effective marketing marketing campaigns that allowed fans to explore the Upside Down and interact with their
campaigns. Some of Netflix's 5 favorite characters.
Netflix uses social media to share trailers, teasers, and other meme content related to its shows
most notable marketing
and movies. Netflix also uses social media to interact with fans and answer their questions.
campaigns include:
Strategies for Growth
Enhancing revenue for Netflix India requires a multi-faceted approach that takes into account the unique
market conditions, competition, and consumer preferences in India. The following can be considered:

Virtual Reality (VR) Content: Develop VR content that provides immersive viewing experiences. While this technology is
in its early stages, it could be a unique selling point and attract tech-savvy subscribers.
User-Generated Content: Allow users to upload and share their own content or reviews within the platform. This not only
encourages user engagement but can also generate additional content for the platform.
Exclusive Merchandise and Experiences: Offer exclusive merchandise, merchandise discounts, or experiences related
to popular Netflix shows and movies. Subscribers could gain access to these perks as part of their subscription.
Live Events and Premieres: Host live streaming events, including movie premieres, Q&A sessions with actors, or
behind-the-scenes glimpses. This could create a sense of community among subscribers.
Innovative Partnerships: Collaborate with unconventional partners, such as local theaters for exclusive movie releases,
to create unique viewing experiences.
Localized Interactive Storytelling: Explore partnerships with local storytellers, folklore experts, or writers to create
immersive, interactive storytelling experiences rooted in Indian culture and traditions.
Content Co-Creation: Engage subscribers in the co-creation of content by allowing them to participate in scriptwriting
competitions, casting decisions, or even choosing the direction of a series.
Gamification: Introduce gamified elements into the platform, where subscribers can earn points, badges, or rewards for
watching and engaging with content. These rewards could be redeemed for special perks or exclusive content.
Audio-Only Content: Tap into the growing audio content market by offering a variety of audio-only
content, including podcasts, audio dramas, and audio versions of popular shows.
Should Netflix continue to operate in the Indian market
alone, or work with a local player in India to accelerate its
growth in the Indian market?
Working with a local player could give Netflix a number of
advantages in the Indian market. Local players have a better
understanding of the Indian market and its consumers. They also
have a better relationships with local telecommunications
companies and mobile operators. Additionally, working with a local
player could help Netflix to reduce its costs and become more
profitable.
Partnerships can be made with:
Sony Pictures Networks India (SPNI): It owns a number of
popular TV channels, including SonyLIV, which is a popular
OTT streaming service. This partnerships can also bring
Sony’s sports channel into the picture. It has a strong
understanding of the Indian market and its consumers.
Reliance Jio: Reliance Jio is the largest telecommunications
company in India. It has a large subscriber base and a strong
network presence. Reliance Jio Cinemas is also investing
heavily in digital content and services.
THANK YOU!