News By/Courtesy: Varsha Subramaniam | 17 Nov 2020 10:03am IST

HIGHLIGHTS

  • Netflix is successful because it keeps its subscribers’ needs at heart.
  • Consumers can watch content on demand, on any screen, and the experience is personalized to individual tastes.
  • Subscribers can find a wide range of movies, TV series, shows, performances, documentaries licensed from distribution partners.

1. Disrupting the industry – Disrupting itself

The first time Netflix innovated was when they were shipping DVDs via mail. Then they abolished late fees which lead to Blockbuster’s crush & burn demise. After that they transitioned from mailing content to streaming movies and TV shows digitally and finally, Netflix began producing its own original content.

2. Flexibility

Consumers can watch content on-demand, on any screen, and the experience is personalized to individual tastes.

3. Unlimited options

Subscribers can find a wide range of movies, tv-series, shows, performances, documentaries licensed from distribution partners with new options entering the offer on a regular basis. This makes Netflix’s offer practically unlimited. I’ve never heard anyone say they’ve seen everything on Netflix.

4. Investing in original content

According to Variety, Netflix is expected to spend $15 billion on content in 2019, and about 85% of new spending is on originals which means over $12 billion. It is more than any of its competitors (Amazon, Hulu, or HBO Now) invest in original content and it puts Netflix in the top spot on customer-satisfaction surveys.

5. No ads

How many ads do you see on a daily basis? 50? 100? More? Some say the number of ads which we are exposed to is anywhere between 4000-10000 ads each day.  Ads are the reason ad-blocking software is more popular than ever with 236 million people using desktop ad-blocking plugin in 2016. Netflix knows people wish to enjoy watching movies with no interruptions like annoying and sometimes irrelevant ads which is why they provide an ad-free experience to its user base. 

6. Netflix pioneered binge-watching

We are pleasure-seeking animals and sometimes we go a little too far. When we drink or eat in excess it’s called bingeing.

Netflix’s superior user experience has determined binge to take on a new meaning which refers to watching multiple episodes of a television program in rapid succession and getting little to no sleep. Binge-watching started in 2016 when Netflix decided to put a show's entire season online at once. It was another way to disrupt the industry – people were no longer watching the shows when the networks dictated, they were free to watch them all in one sitting, and whenever they wanted.

7. Excellent user experience

Here are some of the excellent user experience that Netflix provides:

  • Custom-created preview videos that automatically play when you scroll over a title card;
  • A download-and-go feature that allows users to watch shows offline;
  • The ability to share your Netflix account;
  • 30-day free subscription.

8. Personalization via the Netflix recommendation engine

Netflix knows everything we do on their platform. What movies we watch, when we hit play or pause, how many episodes of a TV show we watch daily, and so on. They have a huge amount of data on all 148 million paying subscribers. It’s impossible for a human analyst to mine through all this data – big data – and extract useful insights.

That’s where machine learning, a subset of artificial intelligence comes in. Netflix uses machine learning to help their algorithms “learn” without human assistance. Machine learning gives the platform the ability to automate millions of decisions based on user activities. Without recommendations, users would spend a lot of time going through thousands of movies and tv shows. That’s why the Netflix recommendation engine is vital to the platform’s success because it automates the search process for users who would otherwise run out of patience and leave the platform.

 

 

This Article Does Not Intend To Hurt The Sentiments Of Any Individual Community, Sect, Or Religion Etcetera. This Article Is Based Purely On The Authors Personal Views And Opinions In The Exercise Of The Fundamental Right Guaranteed Under Article 19(1)(A) And Other Related Laws Being Force In India, For The Time Being. 

Section Editor: Pushpit Singh | 18 Nov 2020 2:20am IST


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