Netflix Review

For people who spending their time with watching movies, Netflix is the right
choice with a paid online streaming service that can be enjoy by various groups of
people from young to old generation. Netflix has various types of films and series
with good quality and affordable prices. Users who want to enjoy Netflix’s online
streaming service can subscribe it every month. Basically, Netflix support movies and
TV shows on most devices. Its use is quite easy, for those who subscribe they can use
various devices such as desktop, smartphones, tablets, chromecast or even smart tv
that provide Netflix services. There are three subscriptions plan of Netflix, such as
basic packages with prices around $9 per month, standard packages with prices
around $13 per month, and premium packages with prices around $16 per month.
Buyer/consumer can choose one package that they want to use with different
advantages in each package that is available. Even new Netflix users can enjoy one
month for free trial before subscribing for the next month. In use, Netflix currently
has more functions in the future, that is easy to access with several features including,
My List, Popular on Netflix, Because You Watched, and Manages Profiles. Users are
also feel free to enjoy when streaming movies without ads (no commercials).
Netflix is a service that can be accessed in various countries. However, Netflix
has a different database from one country to another which depends on location. In
addition, Netflix also has different content. For example, there are certain films that
are not available in Netflix Indonesia, but are available in Netflix US and vice versa.
More than that, it is also an outdated library, where customers have to wait for Netflix
to update their library because they need time to add the new films/content.

Original Content
Netflix is not only a platform that provide an online streaming service, but
creating original content is one of the things that makes customers interested. Netflix
greatly benefits from this strategy. Some examples of original Netflix series such as
New Black, Stranger Things, and To All the Boys. Buyer/customer interest in original
content created by Netflix that provides value according to the buyer/customer feels
the quality of the brand. In this context, Netflix strengthens its credibility with brand
expertise that reinforces the company’s image.
Content for Cellular Optimization
Customer dependence on cellular is one of Netflix's concerns in optimizing
mobile content for content. Realizing the desire of most consumers to be able to enjoy
online streaming services is the biggest thing achieved by Netflix. To win the market
sector, optimizing content on mobile is very influential for achieving company
success. Furthermore, Netflix is testing its latest strategy on content in trial-specific
mobile subscription streaming plans that customers can enjoy in several countries.

Time Content
Netflix also has a strategy for its customers based on the right time content
strategy. For example, there are number of films or series on certain themes that are
shown a few days before Halloween or during the winter season. This strategy release
is right at the time where more customers can enjoy it. It also increases the enthusiasm
of consumers.

Survey (Based on the Interview)

1. Name: Rutger van Laarhoven
Age: 22 Years old
Profession: Student at Universität Utrecht

Likes: Netflix is one of the best quality online streaming service at affordable
prices, where anyone can buy Netflix as the best movie platform. Everyone can
enjoy Netflix with easy steps, such as registration, trial, to become a customer for
Netflix. In addition, Netflix has fantastic value, which is always takes suggestions
for movies that are really good to enjoy. For all of context, Netflix has content that
is generally a favourite of people out there who subscribe mainly to Netflix
original production. In addition, Netflix has advantages in the form of its main
categories, which is films and series with various genres on online streaming in
general. There are many advantages possessed by Netflix, especially for movie
fans, so being a Netflix’s customer is worth it.

Dislikes: Netflix can only be enjoyed by people who are already subscribed to.
Although Netflix can be accessed anywhere and anytime, when there is no or low
 internet network, Netflix cannot be accessed. It can be said that Netflix cannot be
accessed while offline mode. One example of another online streaming service
that can be accessed while offline mode is Hooq.

2. Name: Natalie Jessica

Age: 30 Years old
Profession: Brand Marketing Executive at Stanley Black & Decker, Inc.

Likes: Netflix is an online streaming service platform that has original content and
resolution up to UHD. In addition, Netflix is unique because of the movies they
offer it without need to paying extra and people can keep the movies as long as
they want.

Dislikes: Netflix also has different content. For example, there are certain films
that are not available in Netflix Indonesia, but are available in Netflix US and vice
versa. Not only that, in other countries such as Germany, Netflix can be purchased
in the form of vouchers that are sold in supermarkets while in Indonesia, Netflix
cannot be purchased in the form of vouchers, which is purchasing in the form of
vouchers making it easier for people to buy Netflix. However, Netflix payments
can only with a credit card, which is not everyone has it.

Segmentation, Targeting, and Positioning

a. Segmentation
In segmentation, Netflix has developed a marketing strategy to achieve and
understand the behavior of buyer/customer. Here are some of the factors that affect it
such as:
1. Age
2. Gender
3. Income
4. Lifestyle
5. Values
 Netflix can narrow the reach of targeted buyer/customer through this
segmentation to become part of certain groups as the target market. The survey is the
main thing that can prove the existence of various behavior of Netflix buyer/customer
into homogeneous groups. This can be seen from the characteristics of segmentation
in the form of behavioral segmentation, demographic segmentation, psychographic
segmentation, and geographic segmentation.
In behavioral segmentation, if Netflix chooses this segmentation, the division
is seen from the purchase/customer pattern which includes the frequency of use, the
benefits of use, opportunity/effectiveness in use, and loyalty in brand use. In
demographic segmentation, if Netflix chooses this segmentation, the division is seen
from age, gender, income, and ethnicity. In psychographic segmentation, if Netflix
chooses this segmentation, the division is seen from lifestyle, attitudes, and values. In
geographical segmentation, if Netflix chooses this segmentation, the division is seen
from geographical areas, such as regions, cities, regions, and countries. However, in
this segmentation segment Netflix chooses:

Demographic and Geographic Segmentation

Geographically, the majority of customers who use Netflix are the United
States. As technology advances in each country, huge opportunities are offered by
global markets to advance growth with new customers. However, international
expansion is needed by Netflix to advance that growth. However, the international
expansion cost a lot of money so Netflix slowed down the expansion. Therefore,
geographic segmentation that is most likely to benefit from Netflix services is large
cities that can support the function of streaming technology to purchase Netflix
service’s that can be paid by people with non-standard income (USA QuickFacts;
Lenhart et al.).

Behavioral, Psychographic, and Demographic Segmentation

In general, people aged around 18-25 show that they represent millions of
online customers in the largest online streaming service. This shows that the existence
of psychographic segmentation originating from lifestyle, such as more income, free
time, and sophisticated technological capabilities. Therefore, it can be said that
Netflix customers with that age group tend to have more time at home/free time. As
such, Netflix created a service market that began in 2012 by offering a number of
children’s programs and video games.

b. Targeting
Netflix’s main dominant customer is the United States. Although it has been
seen that groups of people around the age of 18-25 years are the people who access
Netflix the most, but the demographic factor is relatively low because most of them
do not have a fixed income. Therefore, Netflix expands its tagline by putting the
average age of customers starting from 18 years to 40 years. With groups of people
aged around 18 years to 40 years has strengthened the Netflix market target supported
by technological advances in the global market to be able for Netflix to expand
international customers.

c. Positioning
Crackle offers around
250 films and 50 television
shows available on a free tool.
Comcast Xfinity offers
television programs with
cable and internet at a higher
price than Netflix. Amazon
Prime offers a variety of
platforms, which is the
majority of the content must
be purchased. Hulu Plus offers more television programs but has the same price as
Netflix. However, with the necessity of watching advertisements on the program the
value is reduced for the customer. Instant Redbox offers around 4,200 streaming films
without other television programs. Netflix is one that has the value of excellence in
the availability of the highest echelons, offers DVD or Blu-ray Disc delivery, and
streaming can be done on various devices. The company provides more than 100,000
DVD and Blu-ray programs and also around 100,000 streaming programs from the
lowest price of Rp.109,000 per month. It can be seen that Netflix utilizes the high
value rating with a tech advice film service that is different from other types of online
streaming services.
Fyi: I’m gonna put references later.