Netflix Communication Mix Approaches and Market Performance Analysis

Running head: CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Consumer Behaviour and Marketing Psychology
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Author Note

CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY1
Executive Summary
This research report is a detailed analysis of Netflix communication mix approaches and
market performance. The analysis of communication mix approaches indicates that Netflix
focus on multiple social groups of people when it comes to offering its service. Particularly,
in the marketing communication mix approaches, the organization uses social, demographic
and cultural trends. Almost 93% of the global audience in the entertainment sector are
switching to online streaming, which is a significant market opportunity for Netflix. In
addition, the percentage of female users are also increasing, which creates the scope for
creating new contents to access the market.

CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY2
Table of Content
1. Concise overview of the product/service and its marketing performance.............................3
2. Company’s current marketing communication mix...............................................................4
3. Critically analysing whether or not the communication mix demonstrates a strong
alignment to the findings............................................................................................................7
4. Three strategic recommendations..........................................................................................9
References................................................................................................................................11

CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY3
1. Concise overview of the product/service and its marketing performance
It is noted that chosen service is Netflix Subscription which is one of the most
crucial services ever made in the digital platform. It is observed that Netflix’s subscription
service comes in the form of different subscription plans to meet customer needs and govern
the market performance in the most desired way. To make the offering customer-centre, the
subscription service, there are multiple alternatives for selection from customers’ end. This
means customers’ selection determines the number of devices they can stream on Netflix at
the same time. To stimulate the market performance, subscription service is further facilitated
to give customers more convenient experience. For example, almost 45.12% of world’s total
population are the smartphone users, Netflix came up with the solution of mobile plan
besides, its Basic Plan, Standard Plan and Premium Plan (Teece 2010). Each of the
subscription plan is designed to target various social and economic class of people across its
global market.
Market Performance
When it comes to market performance of Netflix’s subscription service, it can be
mentioned that performance is dependent upon the market, as its performance varies from
market to market due to economic and social factors. For example, in US market Netflix
experienced a worst drop with the loss of 130,000 users, while the Indian market has now
been backbone of emerging success (Jenner 2016). Although, with the increasing number of
smartphones and a surge in the broadband, Indian market has become the most effective
battleground form streaming service, Netflix’s earning in Indian market is twenty times more
money per user than India’s most popular video streaming platform Hotstar (Fernández
Gómez and Martín Quevedo 2018). India which Netflix once considered to be its most vital