If I ask you which platform you prefer to watch movies or
web series online, what will be your answer?
Netflix, Amazon Prime, Hotstar, Zee 5, etc. and the list has
become endless. Mine is Amazon Prime, the reason being I
prefer to watch old movies, and being an Indian from
heart, I look for Bollywood Masala and affordability.
But I also see people who use Netflix and are super excited
for weekends to binge watch and chill.
So, I thought why not do some research and share
highlights what is Netlflix Marketing Strategy in the
Indian audience.
How is all Started
In 1997 Reed Hastings & Marc Randolph came together
and launched Netflix. Netflix started as a DVD delivery
service.
Twenty-three years on, it’s the world leader in film & TV
streaming with over 104 million subscribers and revenue
of $2 billion.
Amazon, Hotstar are all gunning for first place. So how
does Netflix continue to rule the streaming roost?
Let’s look at 3 ways innovative Netflix content marketing
plan in India to remain ‘King of the Stream.’

Netflix was launched in India in 2016 with a worldwide
the rollout in 190 nations cater to the second largest population of
India.
As a part of the “Netflix Marketing Strategy”, Netflix has
been developing its neighbourhood record, beginning with
its first Indian unique Sacred Games, which was as of late
selected in the International Emmy Awards.
India holds solid potential for streaming videos.
Evaluations recommend that India will have 500 million
cell phones and 650 million internet users in 2020.
The nearest competitor is Amazon Prime at present, which
appears to have a high ground in India, with reasonable
cost and focus on local content, however, apparently,
Netflix is taking efforts to contend with Amazon in India.
With 1.2 million subscribers in 2018 to 2 million
subscribers in India, Netflix India, is the number two video
streaming company.
Netflix India reported revenues of Rs. 466.7 crore for
FY19 with a net profit of Rs. 5.1 crore.
So, what is the “Netflix Marketing Strategy” and their
planning to continue to rule the streaming roots in India?
Let’s look at 5 Ways Netflix Content Marketing plans to
remain ‘King of the Streaming.’

Original Content Production

Original content production is the USP of “Netflix
Marketing Strategy”.
Netflix content continues to produce quality original
content in India.
They set aside annual revenue worth $20.5 billion in 2019
and enjoyed year on year growth with the number one
position in the US.

Netflix Originals was launched Firstly in March 2011,
Netflix content moved away from dependency and began
producing its content known as: ‘Netflix Originals.’
Netflix Originals content is associated with India’s
topmost names and top writers, directors, and talent, they
took on a ‘content first’ strategy.
This was unique in India as it offered free-reign to
filmmakers like Anurag Kashyap and Vikramaditya
Motwane.
These young talents wore Director’s cap and made India’s
first web series “Sacred Games”.
For Sacred Games, Netflix’s first Indian original series
based on Vikram Chandra’s 2006 thriller with the same
name, casting Saif Ali Khan as Sartaj Singh and
Nawazuddin Siddiqui as Gaitonde and shooting on the
streets of Mumbai.

With over 1 lac searches, India’s first Netflix unique
Sacred Games as of now includes in the Google top
ranking trends.
According to a Statista study of the overall revenue of
Netflix in India from 2017 to 2020′ Netflix is required to
produce roughly $328.3 million with its Indian video
a streaming sector in 2020.
India’s subscriber base would have crossed 1.2 million out
of 2019. That is close to Amazon Prime Video’s 2 million
or more paid subs, and household OTT advertises pioneer
Hotstar’s 3 million.
In addition to the “Netflix Marketing Strategy”, they also
threw out the traditional piloting process, with two seasons
up-front guaranteed.
In 2019, Netflix content was a part of originals series of Bard
of Blood, Lust Stories, Delhi Crime, Sarfarosh
Saraghrarhi, Baahubali (Before the beginning) with
international shows The Kominsky Method, Chilling
Adventures of Sabrina, Black Mirror, and with many more
such originals show as they continue to produce original
quality content in India.
Netflix also ran a series of videos to promote it is original
content series House of Cards with a video of Alok Nath
with Biswa and Boman Irani.

For their upcoming Original film, War Machine featuring
Brad Pitt, Netflix has circled in Shahrukh Khan and
Rohan Joshi, both influencers in their own right, to
advance the move in India.
They made a video, bringing SRK and Brad Pitt on one
phase and screen.

Target Marketing
How does Netflix decide on its target audience?
Your personalized experience is a result of user-behaviour
tracking, interests, and preferences using complex
algorithms.
This data triggers sections like: ‘Your Top Picks,’ to
improve user-engagement.
“About 75% to 80% of what people watch on Netflix
comes from what Netflix recommends, not from what
people search for.” – Todd Yellin VP of Product Innovation
– Huffington Post Interview.
They can react to consumer trends in real-time because of
this data.
For instance, a 2013 study in the US showed that 76% of
users tended to binge-watch shows.
As a result, Netflix started releasing shows in full seasons
to meet the demand.
Netflix implemented the same strategy in India under
which Netflix created action-based crime thrillers like
Sacred Games and Delhi Crime.
Furthermore, the A/B test trailers and posters on their
users, based on their gender, age, location and watch
history.
For example, a middle-aged woman from India may see
trailers focusing more on shows strong female characters.
This targeted advertising is essential to the continued
success of Netflix as a platform.
Social Media Savvy
Social Media Savvy is the third step of “Netflix Marketing
Strategy”.
The company has also started partnerships with online
media companies like Glitch.
They strategically position ads for their shows alongside
relevant articles.
A famous example is a New York Times article on female
prisoners with a perfectly positioned ad for the new season
of ‘Orange Is the New Black’ positioned right alongside.
Netflix embraces its fun reputation through its social
media voice, by matching, is social media posts to the
tone of is shows.

Netflix & Chill The meme ‘Netflix and Chill’ went viral in
2009.
The term refers to a dating culture in which ‘chill’ is a
codeword for sex.
Netflix embraced this trend when traditional companies
may have distanced themselves.
As a result, the term is now a big part of their brand.
By embracing the trend, they established the company as a
cool, young brand and in turn, showed they are in tune
with their consumer base.
In conclusion, with such smart Marketing Strategies in
place, it’s no wonder that Netflix is ‘King of the Stream,’
and it seems like they won’t be kicked off their perch
anytime soon.
Influencer Marketing
Another major point in “Netflix Marketing Strategy” is
Influencer Marketing.
As per the report of Zefmo Media, 65% of marketing
experts believe that influencer marketing helped in
leveraging brand awareness.

Unlike other OTT platforms Hotstar, Voot, and Sony LIV
who have strong television and digital network, Netflix
created their way out and got associated with microcelebrities or influencers.

On their first campaign, influencers like Sumit Vyas and
Nidhi Singh has featured together.
Great User Experience with Original
Content
The last point of “Netflix Marketing Strategy” is User
Experience and Original Content.
It tracks what you’re viewing, the time you’re viewing it
at, what sort of Netflix content you watch and at what
time, when do you rewind, how frequently do you delay,
are you avoiding the introduction? furthermore, much
more.
Their calculation causes them to comprehend your own
decisions and online conduct and customizes and better
your experience every time you sign in.