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Extended-form Case Study

Netflix: defending position as the primary streaming platform of choice

Published on May 31, 2020   8 min

A selection of talks on Marketing & Sales

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0:00
Hello, my name is Mariusz Soltanifar, and I'm a researcher in the area of corporate entrepreneurship and a marketing lecturer at Hanze International Business School in Groningen, in the Netherlands. Today I'm going to be talking about 'unique selling proposition' and how it can affect consumer choice, focusing on Netflix as an example. We are going to learn more about the unique selling proposition, and how it can be used to convince consumers to choose your service. Let us first have a look at the overview of what I've prepared.
0:35
The following case discusses how Netflix used a new production strategy to maintain its unique selling proposition. First, the nature of the challenge is highlighted; second, the company itself is presented; third, the explanation of what has been done, so action taken is discussed; fourth, the outcome is revealed; lastly, learning is presented.
1:00
Let me highlight the nature of the challenge that Netflix faced first. Over the past few years, there has been a steep increase in the amount of streaming services available to consumers, resulting in increased competition. Disney and Apple have announced their own streaming platforms, namely Disney+ and AppleTV. In addition Hulu, Amazon Video and Videoland all offer alternatives to Netflix. These new competitors entering the market are threatening Netflix's position as the primary streaming platform of choice, leading to a decrease in the unique selling proposition of Netflix.

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Netflix: defending position as the primary streaming platform of choice

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