Impact of Marketing Strategies of Netflix in India

GENERAL MANAGEMENT RELEVANCE
PROJECTS ON
IMPACT OF ORGANIZATION CHANGE ON EMPLOYEE
PERFORMANCE
SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD

OF THE DEGREE OF
MASTER OF MANAGEMENT STUDIES (MMS)

(UNIVERSITY OF MUMBAI)
SUBMITTED BY:
MR. ABDULLAH ABDUL GANI TURK
(ROLL NO: B 39)
UNDER THE GUIDANCE OF

Prof. NILESH MANORE
2021-2023
H.K. Institute of Management Studies and Research, Jogeshwari
(W), Mumbai 400102.
STUDENTS DECLARATION
I hereby declare that this report submitted in partial fulfillment of the requirem
ent of Master of Management Studies degree awarded by University of Mumb
ai from H.K. Institute of Management Studies and Research, is my original wo
rk and not submitted for award of any other degree or diploma fellowship or f
or similar titles or prizes.
I further certify that I have no objection and grant rights to H.K. Institute of M
anagement Studies and Research to publish any chapter/project if they deem fi
t to publish in Journal/Magazines and newspapers etc. without my permission.
Name:- MR. ABDULLAH ABDUL GANI TURK.
Class: MMS (IV Semester)
Roll No:- B 39
Place: Mumbai
Date:- 11/05/2023.
(Signature of the student)

CERTIFICATE
This is to certify that the dissertation submitted in partial fulfillment for the aw
ard of Master of Management Studies under University of Mumbai from
H.K. Institute of Management Studies and Research is a IMPACT OF MARKETING ST
RATEGY OF NETFLIX IN INDIA.Mr. NILESH MANORE. under my supervision and
guidance. No part of this report has been submitted for award of any other deg
ree, diploma, fellowship or other similar titles or prizes. The work has also not
been published in any Journals/Magazines.
Director Project Guide
Dr Govind P.Shinde Prof. Neha Sharma

ACKNOWLEDGEMENT
I take this opportunity to thank all those who have been of help to me in the co
mpletion of this project.
I would like to appreciate Prof. Neha Sharma for their guidance and constant
supervision as well as for providing necessary information regarding the proj
ect & also for their support in completing the Project.
I am also grateful to, Director Dr.Govind P.Shinde and all the faculty memb
ers who have directly or indirectly helped me in preparing this project report.
INDEX
Sr. No. TITLE Page No.
Part A
1. Prefatory items 1-7
1.1 Title page 1
1.2 Certificate 2
1.3 Declaration 3
1.4 Acknowledgement 4
2. Executive Summary 7
3. Introduction 8 – 41
3.1 Streaming media 8
3.2 OTT (over the top) media service 12
3.3 Netflix’s impact and the culture of binge watching 16
3.4 Who are the streaming users 17
3.5 Content 18
3.6 User experience 19
3.7 Introduction to Netflix 20
3.8 Background of Netflix 21
3.9 History of the company 22
3.10 Profile of the company 22
3.11 Mission statement 23
3.12 Vision statement 24
3.13 Impact of Netflix India after covid19 and cut throa 25
t competition
3.14 The price discussion — is Netflix targeting the rig 26
ht Bharat
3.15 Competition and additional advantages 28
3.16 Marketing strategy of Netflix 29
3.16(A) Swot analysis of Netflix 36
3.16(B) PESTEL Analysis 39
4. Literature Review 45 - 46
5. Research Methodology 47 - 53
5.1 Statement of the problem 47
5.2 Research objectives 47
5.3 Hypothesis 47
5.4 Research design 48
5.5 Sampling elements 51
5.6 Sample design and data collection 51
5.7 Limitations of the Study 52
6. Data analysis, interpretation, and presentation 53 - 73
6.1 Data analysis 53
6.2 Data interpretation 53
6.3 Data presentation 53
7. Findings 74 - 75
8. Suggestion 76 – 77
9. Conclusion 78
10. Bibliography 79
11. Appendix 80 - 83
1. EXECUTIVE SUMMARY
Streaming media is video or audio content sent in compressed form over the Inter
net and played immediately, rather than being saved to the hard drive. With strea
ming media, a user does not have to wait to download a file to play it. Because the
media is sent in a continuous stream of data it can play as it arrives. Users can pau
se rewind or fast-forward, just as they could with a downloaded file, unless the co
ntent is being streamed live.
An over-the-top (OTT) media service is a streaming media service offered directly

to viewers via the Internet. OTT bypasses cable, broadcast, and satellite television
platforms that traditionally act as a controller or distributor of such content. OTT t
elevision, usually called online television or internet television or streaming televi
sion, remains the most popular OTT content. Some of the OTT video streaming p
latforms include Netflix, Amazon Prime, Hulu, etc.; audio streaming services like
Apple Music and Spotify; and messaging platforms such as Facebook, Skype, We
Chat, and WhatsApp.
Netflix was established in the year 1997 in California; initially it started as mail or
der video rental and sales service. Over the time they have adapted themselves to t
he changing technological development to a lead in the online streaming market.
They began a subscription model where the subscribers pay a monthly fee and the
y had the access to rent the movies, TV shows from the Netflix library and return i
t whenever they want to without paying any late fee.
Netflix is the world’s leading streaming entertainment service with over 167 milli
on paid memberships in over 190 countries enjoying TV series, documentaries, an
d feature films across a wide variety of genres and languages. Members can watch
as much as they want, anytime, anywhere, on any internet-connected screen. Mem
bers can play, pause and resume watching, all without commercials or commitmen
ts
The main objective of the research was to find out about the impact of marketing s
trategies of Netflix in India. The research was conducted with the help of survey a
nd interview method. There were around 53 people who participated in survey me
thod and 8 people who participated in the interview method. With the help of both
the methods we got to know that there are more of users compared to non-users. A
nd further we researched more in depth and found answers to the question like ho
w much hours does one spend on Netflix in a given day, why do they prefer Netfli
x etc.
This research which was conducted gave us different opinions and answers. Based
on the research and the data collected we asked people to recommend and suggest
what more could Netflix do to be one of the tops in the competition.the project spe
aks about the company Netflix as a whole. It speaks about their history, backgroun
d, and profile etc. It also helps us to understand the mission and vision statement o
f Netflix better. It also tells us about the various strategies that Netflix uses to mar
ket its product and gain consumers.
3. INTRODUCTION
3.1 STREAMING MEDIA
Streaming media is video, or audio content sent in compressed form over the
Internet and played immediately, rather than being saved to the hard drive. With
streaming media, a user does not have to wait to download a file to play it.
Because the media is sent in a continuous stream of data it can play as it arrives.
Users can pause rewind or fast-forward, just as they could with a downloaded file,
unless the content is being streamed live.
Streaming Media may be defined as listening or viewing media in real time as it

comes across the World Wide Web. With streaming technology, users can watch
and listen to media while it is being sent to their browser, instead of waiting for it
to completely download and then playing it. Before streaming technology was
available, a user might wait an hour (or more!) to completely download a short
media file.
In general, media files are huge. For example, five minutes of uncompressed
video would require almost one gigabyte of space! So, when the audio and video
is prepared for streaming, the media file is compressed to make the file size
smaller. When a user requests the file, the compressed file is sent from the video
server in a steady stream and is decompressed by a steaming media player on the
user's computer to play automatically in real time. A user can jump to any location
in the video or audio presentation. Streaming media generally tries keep pace with
the user's connection speed in order to reduce interruptions and stalling. Though
general network congestion is unavoidable, the streaming server attempts to
compensate by maintaining a constant connection.
Streaming media is multimedia that is constantly received by and presented to an

end user while being delivered by a provider. The verb "to stream" refers to the pr
ocess of delivering or obtaining media. the term refers to the delivery method of th
e medium, rather than the medium itself, and is an alternative to file downloading,
FEW ADVANTAGES OF MEDIA STREAMING
- Clear Sound and Picture
Unlike pirated sites, the video and audio qualities of the movies are usually high.
You will be streaming the videos in HD.
- Instant Viewing
You will get immediate access to the movies, even when you are on the road. Som
e platforms charge a flat monthly fee, and in return, you get full access to their pro
gramming.
- No Download Time
Streaming platforms have made it simpler for people to watch their favorite shows
without worrying about download time. All you need is a stable internet connectio
n for you to watch any show.
- No Need for Memory Space
Since there are no downloads involved, you don’t have to worry about running out
of disk space or memory space. Downloading huge videos to your computer may t
ake up vast spaces on your computer, which may affect the performances of your
computer.
- Instant Playback
In the infant stage of the internet, there was a requirement for webmasters to inclu
de a link on their website if they wanted to share a video with their visitors. The vi
sitors had to download the videos and watch them later on. However, video stream
ing has changed all this as you can get instant playback.
- Many Streaming Options
Streaming websites offer you a chance of choosing from their huge list of options.
There are no limits as to how many videos you can watch in a day, as long as you
have paid your subscription.
FEW DISADVANTAGES OF STREAMING MEDIA
- Can only be Done Online
The downside of streaming media from a website is that the videos are only availa
ble online. The option limits access to the material to people who do not have an o
nline presence.
- Internet Connection
Another disadvantage of streaming media from a website is that it requires a stabl

e internet connection. If you want the HD experience, you should have a minimu
m of 2MBPS of internet connection, otherwise, you will experience buffering and
slow loading webpages.
- Online Security
There is a risk of losing your financial and personal details when buying a subscri
ption from untrusted platforms. However, some reputable sites are taking a step fu
rther in ensuring your record security.
- Cost
Media can be costly to produce. Depending on the projects it can include expensi
ve camera equipment and high-end computers, as well as technical expertise. Che
ck with the technical staff concerning the amount of assistance you can expect and
the equipment available to you before starting any major project.
- Creation
Producing good video content isn’t always easy. You will need to write scripts, pr
operly light your subject, record and edit it, all before you can Stream Media. Ther
e are some simple techniques that you can use, which we will discuss later, but for
now know that creation can be costly and time consuming. It is better to start off
with a small manageable project than to shoot for a Hollywood style media project
that never gets produced.
3.2 OTT (OVER THE TOP) MEDIA SERVICE
An over-the-top (OTT) media service is a streaming media service offered directl
y to viewers via the Internet. OTT bypasses cable, broadcast, and satellite televisio
n platforms that traditionally act as a controller or distributor of such content. OT
T television, usually called online television or internet television or streaming tel
evision, remains the most popular OTT content. This signal is received over the In
ternet or through a cell phone network, as opposed to receiving the television sign
al from a terrestrial broadcast or satellite. Access is controlled by the video distrib
utor, through either an app or a separate OTT dongle or box, connected to a phone,
PC, or television set. Most persons are used to accessing video content through su
bscribed cable which provides them with a bundle of channels on their television s
ets. However, as technology evolves, the trend is now moving to streaming movie
s and television shows from the internet, like with Netflix.
Some of the OTT video streaming platforms include Netflix, Amazon Prime, Hulu,
etc.; audio streaming services like Apple Music and Spotify; and messaging platf
orms such as Facebook, Skype, WeChat, and WhatsApp.
OTT streaming platforms are perceived as a threat to the satellite broadcasting ind
ustry as the increased adoption of linear OTT services is driving cord-cutting. Acc
ording to eMarketer, 55.1 million people in the United States will no longer watch
traditional pay TV by 2022. According to Business Wire, the total number of OTT
users will reach 915 million by 2023, most of whom will be subscribing to at least
one SVoD (subscription-based video-on-demand) service.
OTT content can be accessed through various media such as a laptop, desktop co
mputer, a tablet, smartphones, and even gaming consoles such as the Wii, PlayStat
ion 3 or Xbox. Many consumers are all for the transition from traditional cable pro
viders to OTT content because the beauty of OTT is that they can access content
whenever they want, wherever they want.
OTT technology has immense potential. Video streaming services are on the rise g
lobally, with North America representing the most mature markets at a 51% adopt
ion rate. Europe and Asia-Pacific are seeing impressive growth as brands like Netf
lix expand internationally.
Beyond global adoption rates, major opportunities exist in non-entertainment mar
kets. One recent survey determined that 50% of OTT subscribers pay for educatio
nal content, usually in the form of instructional streaming platforms. Streams that
emphasize children’s programming or health-based content might hold immense p
otential.
FEW REASEONS WHY PEOPLE PREFER OTT SERVICES OVER
TRADITIONAL SERVICE -
- High-value content at low cost
Streaming services are widely considered a cost-effective alternative to traditi
onal cable packages. A Netflix HD subscription is currently $12.99 per month,
while non-HD plans cost $8.99. That is a reasonable fee even if you only inten
d to watch a fraction of its offered content.
- Original content:
In recent years, OTT providers like Netflix and Amazon Prime have begun pr
oducing original content that is exclusively available through their service. Pla
tforms like HBO Go and Disney+ also have exclusive streaming licenses for p
reviously televised content.
- Compatibility with multiple devices:

For years, watching cable television required a television set. Today, we can w
atch OTT content from a broad range of devices. Any account holder can enjo
y the same OTT experience from a gaming console, smartphone, tablet, or sma
rt TV.
- Mobile devices:
Smartphones and tablets can download OTT apps from a supported digital stor
efront.
- Personal computers:
Most computers support OTT content viewing through desktop-based apps or
web browsers.
- Smart TVs: The latest TV models often include pre-installed OTT apps, or pro
vide users with an option to download them.
REASONS FOR THE RISE OF OTT MEDIA SERVICES IN INDIA
The rise of over the top (OTT) media services in India is not surprising given the i
ncreasing internet and smartphone availability. Rather than being constrained to th
e weekly timing of television shows, users can now watch a huge variety of shows
anytime, anywhere on their mobile phones. According to a report by Red Seer, the
Indian OTT market is projected to grow 80 per cent from 410 million in 2019 to 5
00 million by 2025. There are currently about 40 providers of over-the-top media
services (OTT) in India, which distribute streaming media over the Internet. In fis
cal year 2018, the OTT market in India was worth ₹2,150 crore (₹21.5 billion, U
S$303 million in 2018), According to a report, the Indian OTT market is set to reach Rs
237.86 billion (US$3.22 billion) by FY25.
According to a KPMG report, the average time spent by Indian subscribers on vari
ous OTT platforms is 30–50 minutes.
The switch to OTT is also reducing the need for direct-to-home (DTH) services. A
ccording to a report by the Telecom Regulatory Authority of India (TRAI), the dir
ect-to-home (DTH) services had an average active subscriber base of 54.26 millio
n at the end of the April-June quarter. This was a 25 per cent drop from 72.44 mill
ion subscribers recorded in the January-March quarter. One of the dominant playe
rs in this market is streaming giant Netflix, which came in and attracted a huge sec
tion of the Indian users with not only making foreign content easily available but a
lso reached out to the masses with its local original content.
Rise of Hotstar - Hotstar is the most subscribed-to OTT platform in India, owned
by Star India as of 2018, with around 150 million active users and over 350 millio
n downloads. According to Hotstar's India Watch Report 2018, 96% of watch time
on Hotstar comes from videos longer than 20 minutes, while one-third of Hotstar s
ubscribers watch television shows. In 2019, Hotstar began investing ₹120 crore in
generating original content such as "Hotstar Specials". 80% of the viewership on
Hotstar comes from drama, movies, and sports programs.
Rise of Netflix - American streaming service Netflix entered India in January 201
6. In April 2017, it was registered as a limited liability partnership (LLP) and start
ed commissioning content. It earned a net profit of ₹2020, 000 (₹2.02 million) for
fiscal year 2017. In fiscal year 2018, Netflix earned revenues of ₹580 million. Ac
cording to Morgan Stanley Research, Netflix had the highest average watch time o
f more than 120 minutes but viewer counts of around 20 million in July 2018. In 2
018, Netflix had six million subscribers, of which 5–6% are paid members. Netfli
x faces tough competition with other OTT platforms in India such as Amazon Pri
me, Hotstar, Voot and Eros Now, each of which charge lower subscription rates th
an Netflix.
FEW BENEFITS TO OTT INDUSTRY
Smartphone Penetration: Smartphones have initiated a new era of television viewi

ng in India. Smartphones with large screens, and enhanced audio and video qualit
y have made the switch from traditional to digital medium easier for a young gene
ration. It is estimated that by 2020, the smartphone penetration in India will be 52
0 million and broadband usage will rise by 40%. This shift is not supposed to affe
ct TV viewership, rather it will boost a person’s online time. With people preferrin
g to catch up their favourite TV series on their mobile, there will be a rise in indivi
dual escapism (watching content individually).
Snackable Content: The average length of time spent on video viewing in India is
below 20 minutes. Various studies indicate that about 62% of YouTube users in In
dia prefer to watch short and snackable content.
High-speed Internet and Increasing Bandwidth: With every major telecom service
provider rolling out lucrative 4G plans at affordable prices, industry experts sugge
st that the demand for online content will increase tremendously. According to De
loitte, fast internet speed at affordable tariff rates, and low-cost Smartphones are t
he two key contributors to the growth of internet users in India. The total of intern
et subscribers in India was 462, 124, 989, which was 27% increase against 354,11
4,747 in 2015.
Currently, an average Indian consumer uses 750MB internet data per month. This
indicates business opportunities for VOD players such as Viacom 18, Hotstar, Pre
ss Play, Netflix, etc. Currently, most popular OTT players are making revenues
3.3 NETFLIX’S IMPACT AND THE CULTURE OF BI
NGE WATCHING
The most popular amongst VOD platforms in India is Hotstar, launched in 2015 a
nd owned by Star TV (India’s biggest private broadcaster), with a loyal user base
of 75 million people in urban and rural centres, followed by Amazon Prime video
with 11 million subscribers (Aadeetya, 2018). While Netflix only comes in third
with around 5 million subscribers, it nevertheless offers a more interesting focus o
f enquiry on account of its many differences from other players and the more parti
cular audiences it targets – niche, English speaking, affluent, urban youth (Jogleka
r, 2018). Netflix, the world’s number one streaming service offers not only the big
gest content library in the world, but is also a leading producer of original progra
mming in a variety of languages (Netflix Media Center, 2018). Its technological fe
atures allow users to play, pause and resume viewing at their own convenience, wi
thout the interruptions of advertisements or even the title sequence (Hussain, 201
8). More interestingly, Netflix maintains a global pricing strategy that in a price-le
d consumer market like India limits its market share and yet rakes in money from t
he ‘exclusive’. Sen and Roy argue that such new platforms have the potential to pl
ay a dual role in a society that is marked by expansive social and economic differe
nces; they may foster ‘discursive spaces’ that are more ‘egalitarian’ in nature, and
just as likely draw more attention to incumbent ‘social divisions’ (2014, p. 2).
Binge watching can be defined as viewing several episodes of a programme, back-
to-back, in the same sitting (Spangler, 2013). It is by no means a new concept and
can be traced back a few years to when television networks would run programme
marathons (Merikivi et al., 2017). Several theorists, media producers and critics c
onceptualise binge watching along different dimensions – in terms of the number
of episodes watched, as a measure of time, in terms of genre preferences and even
as a practice that drives programming decisions (Conlin, Bissell, Bowman, Kim,
& Leeper, 2015; Jenner, 2016; Jurgensen, 2012; Netflix Media Center, 2013; Pitt
man & Sheehan, 2015). There has been considerable academic interest in situating
binge watching within the frames of health effects (Krisberg, 2016), uses and grati
fications (Pittman & Sheehan, 2015), narrative immersion (Conlin et al., 2015), ad
diction (Tukachinsky & Eyal, 2018) and TV substitutability (Cha & Chan-Olmste
d, 2012). Today, binge watching has been appropriated by online streaming platfo
rms (Conlin et al., 2015; Jenner, 2016; Raikar, 2017; Spangler, 2013) and discursi
vely enculturated as the preferred way of engaging with their text and technology
offerings (Jenner, 2016; Pisharody, 2013). This has led to some interest in investig
ating the ideological positioning of binge watching, especially by Netflix, which p
romotes it as ‘the new normal’ (Netflix Media Center, 2013).
Netflix collects an immense amount of data from its streaming users regarding the
ir viewing behaviour and habits. According to Todd Yellin, Netflix’s VP of Produ
ct Innovation, Netflix streaming users watch approximately 2 billion hours of cont
ent each month on the platform.
The viewing data generated by those hours give the company in-depth insights, su
ch as what specific genres appeal to each individual streamer. The head of original
content at Netflix, Cindy Holland said "We see everything our subscribers are wat
ching. We can identify subscriber populations that gravitate around genre areas, su
ch as horror, thriller and supernatural. That allows us to project a threshold audien
ce size to see if it makes for a viable project for us.
Since subscription fees are the only source of revenue for Netflix, the company's
main goal is to gain new and retain current subscribers. With insights of millions o
f users’ viewing habits as its competitive advantage, the better Netflix demonstrat
es that they understand their viewers; the likelier viewers are to stick around. One
way to show how well Netflix understands their streamers is through the personali
zed recommendation system. In order to determine whether the personalized reco
mmendation system can help the company to retain and grow its subscriber base, i
t is important to view the online streaming market in terms of user demographics a
nd trends, as well as existing studies on how streaming users perceive Netflix. Ho
wever, the following review shows that the current publically available data and re
search shows inconsistency and lack of perception from streaming users’ perspecti
ves when it comes to Netflix.
3.4 WHO ARE THE STREAMING USERS

The Indian OTT audience universe is currently at 353.2 million, translating into a
penetration of 25.3%, which means that one in four Indians watched online videos at least
once in the last one month, according to a report released by media consulting firm
Ormax Media. Titled ‘The Orman OTT Audience Report 2021’ The research, based on a
sample size of 12,000 across urban and rural India, was conducted in May to July 2021.
India’s OTT audience universe is rapidly growing, and an accurate estimation of market s
ize is a crucial strategic component in a growing category, Shailesh Kapoor, founder and
CEO, Ormax Media, said. “While streaming companies have data on usage and subscripti
on of their own platforms, there is no industry-level audience research available to size an
d profile the Indian OTT market at large. This research, which will be conducted in the sa
me period every year, aims to plug this significant data gap in the streaming industry in I
ndia,” he added. The report also reveals that there are currently 96 million active paid OT
T subscriptions in India, across 40.07 million paying (SVOD) audiences, i.e., an average
of 2.4 subscriptions per paying audience member. 66% of these paid subscriptions are wit
h male audience. Meanwhile, the top six metros contribute only 11% to India’s OTT univ
erse but 35% to total paid subscriptions in India. Bengaluru, Delhi and Mumbai are the to
p three cities in this regard, with more than 8 million active paid subscriptions each. “OT
T is no longer a niche category, but at 25% penetration, there is still a huge potential to gr
ow the market, especially outside the top cities. We have seen a rise in regional OTT platf
orms in India over the last year. This report provides market and demographic level data f
or platforms to take sound investment decisions on regional products, be it a stand-alone
app or regional content within a national app,” Kapoor stated.
With enhanced networks, stronger internet connectivity and multimedia service-capable
mobiles, the presence of Indian subscribers on over-the-top (OTT) platforms is increasing
day by day. This boost in the OTT consumption in India can be attributed to the addition
of new subscribers emerging from Tier I and from Tier II cities; is also drawing attention
of all media and entertainment houses.
With the rising demand, many media and entertainment channels have launched their
own platforms or are trying to collaborate with other platforms to stream their content. In
the next five years, the OTT industry is expected to escalate in India.
In India, at present the OTT user-base is dominated by Disney+ Hotstar, Amazon Prime
Video and Netflix. However, there are several production house-backed local OTT
players, such as Sony LIV, Voot, Zee5, Eros Now and ALT Balaji, which are competing
with these global players and trying to make a mark in the market.
3.5 CONTENT
According to the Mintel’s 2012 online and streaming video study, the top method
s for finding content include viral word-of-mouth, and the video displayed on the
homepage of streaming services’ websites (Hulkower, 2012). The Mintel 2012 stu
dy found that approximately one third of study participants watch content from dir
ect recommendation from people they know through a social network. In addition,
about half of streamers liked to surf for content. The starting point of this browsin
g behaviour is most likely to be the home page of the video sites where content is
recommended based on previously viewed content, or other viral videos (Hulkowe
r, 2012). For example, the YouTube home page, always recommends content base
d on the channel subscribed to, similar topics viewers have previously searched or
trending videos. In the case of Netflix, this means half of the Netflix streaming us
ers could potentially browse through the recommended list. This study also sugges
ts that younger viewers between 18 and 44 re browsing for content more than olde
r viewers. Younger viewers are more likely to share the video they enjoy with peo
ple they know, while older viewers watch more videos that are directly shared wit
h them by family and friends but are less likely to recommend it to someone else
(Hulkower, 2012). Mintel’s 2013 report also provides insight into user content dis
covery. The 2013 study supports the above findings. A recommendation system sh
ould be a powerful way to show the value of a content library as one third of the st
udy participants browsed for content, while 13another third go online when they a
lready have a specific title in mind (Hulkower, 2013). This also means that, for th
ose streamers who have specific title in mind, if the recommendation could potenti
ally predict their desirable titles, the actual content library size would seem less im
portant. The 2013 study also reveals the way in which streamers search for conten
t based on frequency of use. With over 6 hours of viewing per week, heavy users
who stream a movie or TV show daily, are more likely to browse for content, and
are more likely to have higher satisfaction levels with a recommendation system
(Hulkower, 2013).
3.6 USER EXPERIENCE

As an online entertainment streaming service, ensuring strong demand for the serv
ice is crucial for Netflix’s business since it relies on subscription fees as its sole so
urce of revenue. Aside from the metrics like subscriber growth rates or cancellatio
n rates, examining streaming users’ satisfaction with the service from different asp
ects can provide the company with insight to predict future performance and busin
ess growth. Since Netflix launched its streaming service, there is little available re
search that studied Netflix or overall OTT service providers’ user experience. Ne
tflix seems to have more loyal subscribers than its competitors and tops the majori
ty of user satisfaction rankings. According to a 2015 study conducted by Parks As
sociates, Netflix had the lowest cancellation rate among broadband households at
5% (including those subscribers who left after the end of their free trail) representi
ng 9% of Netflix’s subscriber base. Meanwhile, 5% of broadband households canc
elled Amazon Video service which represented 19% of the user base, and 7% of b
roadband subscribers unsubscribed from the service representing half of Hulu’s cu
rrent subscriber base (Sappington, 2016). The study also found that 20% of U.S st
reaming users tend to cancel an OTT service within a year (Baumgartner, 2016).
One of the causes of the cancellation rate is that most OTT services utilize an expe
rimental “try before you buy” model that don’t lock in consumers for long-term co
mmitments (Baumgartner, 2016). In addition, the reason why Netflix can retain it
s subscribers is that they are loyal to specific content, as the company released 600
hours of original programming in 2016. Hulu’s former head of customer service
Michael Callahan also commented that creating blockbuster original shows that st
reamers cannot live without is the surest way to keep them (McAlone, 2016).
3.7 INTRODUCTION TO NETFLIX

Netflix was established in the year 1997 in California; initially it started as mail or
der video rental and sales service. Over the time they have adapted themselves to t
he changing technological development to a lead in the online streaming market.
They began a subscription model where the subscribers pay a monthly fee and the
y had the access to rent the movies, TV shows from the Netflix library and return i
t whenever they want to without paying any late fee.
Today Netflix has more than 120 million subscribers around the world, as it produ
ces their own series and movies. As we analyse their growth, we can see that they
have a clear picture of the customer’s trends and develops strategies according to i
t. As the company was started during the dot-com bubble where in the internet wa
s just being accessible to the consumers.
Netflix recognised the upcoming trend and looked for a way to capitalize it. Whe
n they decided to launch their new website, they found that it will be expensive to
work with the DVD technology. However, in the previous year the DVD‟s were fi
rst introduced in the test markets and mainly concentrated to re-develop their strat
egies with this new medium.
When we look at the above strategy, we can learn that they had a major revenue fr
om people buying DVD‟s. Initially when Netflix started off they did not have ma
ny competitions as such who offered them to legally watch the movies, the ones w
ho were in the business had a requirement that the customers has to first download
the movies and pay for them.
Netflix understood that customers really didn’t want to download and pay for the
same every time they wanted to watch movies, they created a platform where they
could watch their favourite shows online without downloading it with their subscri
ptions availed. This bought about a new experience to the customers and Netflix
made their service appealing to the subscribers.
In order to sustain their position Netflix has to invest their time in learning the ne
w insight platforms.As generations grow old the purchasing power also increases,
this will most likely continue in the future and as we see Netflix has and advantag.
3.16(A) SWOT ANALYSIS OF NETFLIX

Netflix Inc.’s growth and success are attributable to business strengths and compet
itive advantages that enable global expansion and market dominance. The net com
petitive advantages are among the net outcomes of the company’s SWOT factors.
In the SWOT analysis framework, the strengths, weaknesses, opportunities, and th
reats are a reflection of the movie streaming organization’s internal situation (inter
nal analysis) and external environment (external analysis). In this SWOT analysis
of Netflix Inc., the business continues to grow and exploit opportunities, despite th
e adverse effects of the company’s weaknesses and the threats in the market. This
condition compels the online enterprise to develop innovative solutions to strength
en its multinational operations against competitors, especially Amazon, Walmart,
Apple, Disney, and Google, as well as HBO and other content producers and relat
ed networks. These competitors hinder business development and the achievement
of strategic goals in Netflix’s corporate vision and mission statements. Addressing
the business factors examined in this SWOT analysis can ensure the on-demand m
edia streaming company’s continuous improvement.
The strategic management issues described in this SWOT analysis indicate that N
etflix Inc. needs to continue growing while developing capabilities to protect the b
usiness against competition and other threats in the media and entertainment indus
try. While the online entertainment corporation keeps improving its finances, this
SWOT analysis enumerates internal strategic factors and external strategic factors
that challenge long-term business growth. In this regard, the identified strengths,
weaknesses, opportunities, and threats provide a snapshot of Netflix and its indust
ry position and helps guide strategic decision
STRENGTH
Strengths (Core Competencies/Competitive Advantages):
1. High brand equity of Netflix
2. Large platform of content producers and consumers
3. Capacity for original content creation
One of Netflix Inc.’s major strengths is its high brand equity, which is the busines
s benefit and value associated with the company’s brand, relative to competitors. I
n this SWOT analysis case, the brand enables the movie streaming company to ma
intain its popularity and ability to penetrate its current markets.
tin addition, its large platform of content producers and consumers is a strength th
at allows Netflix to maximize its operational effectiveness, service attractiveness,
and business growth. For example, as the platform’s entertainment content creator
s increase, the service attracts a larger population of consumers, which in turn attr
act more producers. This kind of business strength is also seen in other platform-t
ype businesses, such as Spotify Technology and its on-demand music streaming o
perations.
Another of Netflix’s strengths is its capacity for original content creation. This me
ans that the company earns from its original movies and shows, in addition to earn
ings from streaming operations. The strengths assessed in this SWOT analysis are
among the core competencies identifiable through a VRIO/VRIN analysis and val
ue chain analysis of Netflix Inc. The company’s value proposition is achieved by
using these strengths in the online streaming value
WEAKNESS
Weakness
1. Imitable business model
2. Dependence on content producers
3. Dependence on Internet service providers
Netflix Inc. has an imitable business model, which is an internal strategic factor th
at weakens the business. For example, competitors can copy the same business mo
del to create a platform for on-demand online media streaming.
Dependence on content producers is another weakness examined in this SWOT an
alysis of Netflix Inc. This internal factor makes the company vulnerable to the eff
ects of producers’ strategies.
Moreover, the business depends on Internet service providers (ISPs) that determi
ne customers’ connectivity speed, which is a critical factor influencing customer s
atisfaction in Netflix’s service. With these internal strategic factors, this SWOT an
alysis reflects the strategic challenge of making the company less vulnerable, give
n these weaknesses.
OPPORTUNITIES
1. Growth through expansion of product mix
2. Penetration in new markets
3. Business diversification into other industries or markets
Netflix’s opportunities include growth through product mix expansion. For examp
le, the company can develop new types of entertainment content that can be access
ed through its website or mobile apps. Considering the other factors in this SWOT
analysis, such an external strategic factor is directly related to Netflix Inc.’s generi
c strategy for competitive advantage, intensive strategies for growth, and business
model.
Penetration of new markets is another opportunity in this SWOT analysis, especia
lly because of the on-demand streaming company’s lack of significant presence in
countries like China. Netflix’s marketing mix or 4P affects how such market penet
ration is achieved.
Furthermore, the online business has the opportunity to diversity, such as by acqui
ring a complementary firm that could improve overall strategic positioning and su
ccess. In the SWOT analysis framework, this external factor is based on market co
nditions as well as organizational capacity to diversify, thereby requiring Netflix’s
corporate structure’s adequacy and support
THREATS
1. Competition and imitation
2. Entertainment media/content piracy
3. Cybercrime
Competitors and related business imitation are a strong threat, as can be determine
d through a Porter’s Five Forces analysis of Netflix Inc. Competition is an externa
l strategic factor that, in this SWOT analysis, is an obstacle toward maximizing th
e company’s revenues and profitability in the online streaming industry.
In addition, piracy threatens Netflix by allowing customers to consume pirated co
ntent instead of the ones available through the company’s service. In the SWOT a
nalysis model, this external factor intensifies competition for customers’ viewing t
ime.
Moreover, considering the resource-based view, cybercrime is a threat based on t
he information technologies that Netflix uses. Proprietary and sensitive customer i
nformation may be compromised as a result of this external strategic factor in the
online streaming industry environment. This SWOT framework application highli
ghts cybercrime, which is a technological trend that shapes the industry, as can be
assessed through a PESTEL analysis of Netflix Inc.
4. LITERATURE REVIEW
Chawla (2018) in his article briefs about the challenges faced by Netflix in the gr
owing Indian video streaming platform. The article discusses on the recent survey
in which Netflix is positioned last among the top five Over-the-top online video st
reaming services India and finds Hotstar, Amazon prime, Voot and YouTube to b
e the major competitors. Poor internet connectivity and bandwidth are considered
to be the major challenges in India. The article also suggests Netflix to work more
on its content.
Knowledge.Warton (2017) studies on the chances of Netflix to be a blockbuster i
n India. China and India are considered to be the two major potential markets of N
etflix but the video streaming service failed in offering enough local contents for t
he people out there. The article tells that Indian markets are to be built slowly with
out any big bang fashion. High subscription price, high data costs, poor speed of d
elivery and the lack of Indian content have resulted in the low number of premium
memberships.
Gottfried, M. (2013) suggests Netflix to work more on their content, understandi
ng the strategies followed by Amazon and HBO in their productions. The latter m
entioned have got viewers from around the world
Panda, Pandey (2018) investigate on the reasons that have changed the viewing h
abits of the viewers. The college students are engaged in binge watching and the p
aper discusses on the consequences of the same. They also discuss on its implicati
ons on the video streaming platforms
TechSci (2018) says that Indian OTT video streaming platform will show a treme
ndous growth in the recent years. Reducing prices of data packs and smart phones,
good internet connectivity, growing youth population, increasing number of onlin
e users etc. are found to be the major reasons behind this growth.
Shen (2013) study the customer perceptions in terms of quality of the products an
d service they receive and finds the „fulfilment and responsiveness‟ that relates to
customer loyalty
Parasuraman, Berry & Zeithaml (2016) shows a comparison between amazon a
nd Netflix, it is seen that Netflix has consistent, and correlates with its brand’s goo
d, convenient and smart service to its customers, whereas amazon had few downti
mes. However, amazon has an upper hand when it comes to the pricing which has
a long-term advantage on customer’s involvement
Finally, as with any technological aspect, the adverse effects of binge-watching on

Netflix need evaluation. Past reports have attributed binge-watching to be a proba
ble addictive disorder. The available evidence suggests that excessive binge-watch
ing might lead to the impairment of daily functioning, disturbance in social life qu
ality and sleep cycle (De Feijter et al., 2016). Ultimately, binge-watching leads to
what is known as goal conflict. This is a condition where two or more goals comp
ete against each other and cause conflict in a person's mind. For instance, the goal
of getting enough sleep is offset by the goal of watching “one more episode” befor
e bedtime. Goal conflict between entertainment and obligations eventually reduce
s the positive effects of digital media consumption (Starosta and Izydorczyk, 202
0). In addition to the ones mentioned above, more drawbacks of binge-watching N
etflix in the middle of the COVID-19 pandemic are likely to emerge in this resear
ch.
Papachirissi and Mendelson (2007) have narrated that a single medium serves d
istinctive gratifications for regular versus periodic or occasional viewers. This atte
ntion to the temporal aspects of digital media usage is increasingly prominent as
more technologies become a part of our daily lives.
Davies (2007) has stated that time is an important variable that needs consideratio
n. Impact studies consistently have observed that time spent with a medium has an
effect on its users or clients.
5. RESEARCH METHODOLOGY
5.1 STATEMENT OF THE PROBLEM
• A study on people’s viewership preference which relates to online streaming servi
ce
• A study on people’s viewership towards Netflix as an online streaming service
• A study of massive amount of data which helps Netflix to gain insights of its users
5.2 RESEARCH OBJECTIVES

Netflix tends to keep its data private, and has released very little to the public. In a
ddition, there have been very few studies and research, with limited availability, c
onducted by marketing and consulting companies to overview the entire OTT mar
ket and Netflix’s performance.
By collecting and evaluating first-hand data from actual Netflix streaming users, t
his study plans to provide more insight about Netflix’s users and its non-users and
finally conclude how it affect India and Indian class.
• To examine online streaming viewership
• To examine Netflix viewership
• To examine various individuals viewership preferences
• To examine certain factors of Netflix (time spent, pricing, content etc.)
• To find out its impact in India both positive and negative
• To find how various strategies of Netflix affected its viewership
• To
5.3 Hypothesis
Ho: -The Marketing strategy of Netflix has no impact on the sales of t
he company.
H1: -The Marketing strategy of Netflix has impact on the sales of the c
omp
RESEARCH DESIGN
RESEARCH DESIGN QUALITATIVE DATA
 The data in this research was collected with the help of primary data collection me
thod.
 The data was collected in a qualitative and quantitative method which would be a
QUANTITATIVE DATA
lot easier to analyse, interpret, and present.
 To collect the data in the above format a set of questionnaires were prepared whic
h was then asked to the people with the help of the survey method.
 People were also interviewed in a cafe with help of interview
SURVEYdata collecting
METHOD meth
od.
PRIMARY DATA COLLECTION GOOGLE FORMS

 Primary data collection was carried out with the help of Survey method and Interv
iew method.
 A set of questionnaires were prepared and then asked to around 50 people with the
INTERVIEW METHOD
help of survey method of data collection.
 Around 5 people were interviewed in a cafe and asked about their views on Netfli
x.
 All of the data collected with the help of survey andPERSONAL INTERVIEW
interview method were then a
nalysed interpreted and presented.
QUALITATIVE DATA
In this research, certain qualitative data was foundSTRUCTURED
with the help of certainINTERVIEW
questio
ns asked in the survey and interview method -
 Indicate your name?
 What do you feel about the competitors to Netflix?
UN-STRUCTURED INTERVIEW
 What are your thoughts based on the pricing, content, speed of Netflix
 Why do you prefer Netflix over other streaming service?
QUANTITATIVE DATA
In this research, certain quantitative data was found with the help of certain questi
ons asked in the survey and interview method -
 Indicate your age?
 Are you a Netflix user?
 In a day how many hours do you spend watching Netflix?
 Rate Netflix from 1-4 based on its speed, content, and price?
SURVEY METHOD
 A set of questionnaires were prepared which were related to Netflix.
 These questions were prepared in a structured way.
 These questionnaires were then forwarded to around 50 people with the help of G
oogle forms.
 Each answer of the respondent was recorded.
 These recording of data also helped in creating data analysis, data interpretation, a
nd present it in a tabular form.
GOOGLE FORMS
 A set of questionnaires were prepared which were related to Netflix.
 These questions were prepared in a structured way.
 These questionnaires were then forwarded to around 50 people with the help of G
oogle forms.
INTERVIEW METHOD
 Around 5 people were interviewed in a cafe.
 They were asked about their opinion, views, thoughts, and suggestions on Netflix.
 Questions in the interview combined both in structured and un-structured way.
PERSONAL INTERVIEW
 Around 5 people were interviewed personally in a cafe.
 One to one interview helped to get a better understanding on the views people hav
e regarding Netflix.
 Questions in the interview combined both in structured and un-structured way.
These recording of data also helped in creating data analysis, data interpretation, and present it in
a tabular form.
STRUCTURED INTERVIEW
 A few sets of questionnaires were prepared for the interview method.
 These questions were prepared and asked in a systematic format.
 These questions were prepared beforehand and then asked during interviews.
 The interview was followed in a certain structure format.
These set of questions were specifically prepared to get certain answers.

I.e., Number of Netflix users etc.
UN-STRUCTURED INTERVIEW
 The interview also consisted of an unstructured format.

 Certain questions that were asked were not even included in the questionnaire.
 The people interviewed were asked random questions regarding themselves, Netfl
ix, its competitors etc.
 The unstructured interview helped to interact better with people and get honest an
swers.
5.5 SAMPLING ELEMENTS
Sampling element: is the unit of analysis or case in a population - can be a person,
a group, an org, an arrest that is being measure.
 The people who were reached out with the help of survey and interview method w
ere residing within Mumbai.
 The sampling elements basically considered all the people who view any online st
reaming media.
 The sampling elements also included the users and non-users of Netflix.
 The sampling elements included people of all age groups, gender etc.
5.6 SAMPLE DESIGN AND DATA COLLECTION

The universe of the study consists of all individuals living within Mumbai. It inclu
ded people of all age groups, gender etc.
 Sample size for survey method – 55
 Sample size for interview method – 8
 Sampling method: - Convenient Sampling Method
 Data type: - Primary Data
 Data collection tools: - Structured Questionnaire and Structured and Unstructured
interview
 Scope of the research: - Local Area
5.7 LIMITATIONS OF THE STUDY
 Although the survey was distributed via the internet to Netflix users and non-users,
it was restricted to those who could understand English and only available for tho
se who have internet access.
 The survey data cannot reliably identify if a participant was being accurate, honest
or truthful in his or her response to a subjective experience or perspective.
 The samples size is not too much to generalize the result of the study.
6.DATA ANALYSIS, INTERPRETATI
ON AND PRESENTATION
 This chapter includes details of the surveys & interviews conducted by the researc
her.
 This also helps in analysing, interpret, and then present the data collected.
 The surveys and the interview were conducted in the local areas, and the question
naire was based on people’s viewership regarding Netflix.
6.1 DATA ANALYSIS

Data analysis is a process of collecting data and organizing it in a manner where o
ne can draw a conclusion. Methods of data collection include surveys, interviews,
measurements or records, and observations.
Analysis of data is the process of re-arranging the collected data in a systematic m
anner for interpretation purpose. Analysis prepares data ready for interpretation an
d drawing conclusions. Raw data has no usage in marketing research. Hence appr
opriate tools like ratios, mean, median, mode, percentage, etc must be used.
6.2 DATA INTERPRETATION
Data interpretation refers to the implementation of processes through which data i
s reviewed for the purpose of arriving at an informed conclusion. The interpretatio
n of data assigns a meaning to the information analysed and determines its signific
ation and implications.
Interpretation is the climax of the research process. It is basically a subjective proc
ess in which the researcher has to draw conclusions by using the data as a base. Int
erpretation basically means adding information (conclusions) to mere facts and fig
ures. It is a process of drawing inferences from collected facts. Interpretation of da
ta is a very crucial stage in the research process.
6.3 DATA PRESENTATION
DATA ANALYSIS, INTERPRETATION AND PRESENTATION OF THE C
OLLECTED DATA -
Q. PLEASE INDICATE YOUR GENDER -
DATA ANALYSIS OF THE ABOVE –
SURVEY METHOD INTERVIEW METHOD
(Google forms) (Personal interview)
MALE 20 MALE 2
FEMAL 33 FEMAL 3
E E
OTHER 0 OTHER 0
S S
Note: -
 The survey method had been done with the help of Google forms (online)
 The interview method had been done by asking 8 people to meet face to face indiv
idually in a café
 Around 53 people both male and female combined had responded to the google fo
rms
 Around 8 people had agreed to for personal interview
DATA PRESENTATION OF THE ABOVE -
SURVEY METHOD
MALE
20; 38% FEMALE
OTHERS
33; 62%
INTERVIEW METHOD
2; 29%
MALE
FEMALE
OTHERS
5; 71%
DATA INTERPRETATION OF THE ABOVE -

 When it comes to survey method, the female rate is the highest followed by males.
 I.e., female response being 62% and that of male response being 38%
 When it comes to interview method, the females’ rate is the highest followed by ma
les.
 I.e., 5 females being interviewed (71%) and followed by 3 males being interviewed
(29%)
 The others rate in both survey and interview method is 0
 The number of males who filled the Google form was 15
 The number of females who filled the Google form was 8
 The number of others who filled the Google form was 0
 The number of males who were personally interviewed were 3
 The number of females who were personally interviewed were 2
 The number of others who were personally interviewed were 0
Q. PLEASE INDICATE YOUR AGE -

UNDE 47 UNDE 4
R 25 R 25
25-34 6 25-34 3
35-44 0 35-44 1
45+ 0 45+ 0
Note: -
idually in a café
 The Google form had been sent to almost all age groups
 The people who were interviewed were between the age group of 20-50
 There were no restrictions to age groups
DATA PRESENTATION FOR THE ABOVE -
AGE GROUP (SURVEY METHOD)

50
40
30
20
10
0
under 25 25-34 35-44 45+
AGE GROUP (SURVEY METHOD)

AGE GROUP (INTERVIEW METHOD)
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
UNDER 25 25-34 AGE35-44 45+ METHOD)
GROUP (INTERVIEW
DATA INTERPRETATION FOR THE ABOVE -

 Most of the respondent from the survey method were below the age of 25, some w
ere between the age of 25 to 34, and there was no respondent above the age of 35.
I.e., under25 having the highest number of respondents, followed by the age group
of 25-34 having around 6 respondents
 A total of 8 people were interviewed, out of which the highest number of intervie
wees comes under the age group of under 25, followed by 3 interviewees coming
under the age group of 25-34 and 1 interviewee coming under the age group of 3
5-44
 The Google form was circulated to all the age groups.
 Out of which 47 people were under the age of 25, 6 people were between the age
of 25-34, there were no respondent between the age of 35-44 and 45+.
 The invite for the interview was circulated to around 0 people of different age gro
ups.
 Out of which 4 people were under the age of 25 who appeared for the interview, 3
people between 25-34, 1 person between 35-44 and there were no people who wer
e above 45+.
Q. ARE YOU A NETFLIX USER?

DATA ANALYSIS FOR THE ABOVE –
USERS NON- USERS NON-

USERS USERS
34 19 4 4
Note: -
 The survey, method which was conducted with the help of Google form was circu
late to around 53 people
 Out of which 34 people were Netflix users
 And 19 people were non-users of Netflix
 Around 8 people were interviewed in the interview method
 Out of which 4 were Netflix users
 And 4 were non-users of Netflix
NETFLIX USERS & NON-USERS

(SURVEY METHOD)
USERS
NON-USERS
19
34
NETFLIX USERS & NON-USERS

(INTERVIEW METHOD)
USERS
NON-USERS
4 4
 With the help of survey method, the researcher got to know that there are around 3
4 Netflix users and 19 non-users of Netflix in the sample
 With the help of survey method, the researcher got to know that there are more of
the users of Netflix compared to the non-users of Netflix
I.e., 34 users and 19 users
 With the help of interview method, the researcher got to know that there are aroun
d 4 Netflix users and 4 non-users of Netflix in the sample
 From the interview conducted by the researcher, the number of users and non-user
s attended the interview were equal to each other
I.e., 4 users and 4 non-users
 The survey, method which was conducted with the help of Google form was circu
late to around 53 people
 Out of which 34 people were Netflix users
 And 19 people were non-users of Netflix
 Around 8 people were interviewed in the interview method
 Out of which 4 were Netflix users
And 4 were non-users of Netflix
Q. HOW MUCH TIME DOES ONE SPEND VIEWING NETFLIX
Tim NUMBE TIME NUMBE
e sp R OF PE SPEN R OF PE
ent OPLE T OPLE
0-1 4 0-1 ho 2
hou ur
r
1-3 23 1-3 ho 1
hou ur
r
4-6 6 4-6 ho 1
hou ur
r
6+ 1 6+ ho 0
hou ur
r
Note: -
idually in a café
 This was included in the questionnaire to know about the amount of time one spen
ds on his Netflix subscription
 With the help of survey and interview method the researcher would be able to get
a proper count over the time spent by each individual.
DATA PREENTATION FOR THE ABOVE --

TIME SPENT ON NETFLIX SUBSCRIPTION IN A
GIVEN DAY (survey method)
25
23people
20
15
10
6people
5
4 people 1 person
0
0-1 HOUR 1-3 HOUR 4-6 HOUR 6+ HOUR
TIME SPENT ON NETFLIX SUBSCRIPTION IN A

GIVEN DAY (interview method)
2.5
2 people
2
1.5
1 person 1 person
1
0.5
0 people
0
0-1 HOUR 1-3 HOUR 4-6 HOUR 6+ HOUR

 With the help of survey method, the researcher got to know the time spent by the
viewer in a day on their Netflix subscription.
I.e., there were around 23 people who spent almost 1-3 hour on Netflix in a given
day, followed by 6 people who spent almost 4-6 hour on Netflix, 4 people who sp
ent around 0-1 hour and 1 person spending more than 6 hours.
 With the help of interview method, the researcher got to know the time spent by th
e interviewee on their Netflix subscription
I.e., there were around 2 people who spent almost 0-1 hour on Netflix in a given d
ay, followed by 1 person who spent 1-3 hour daily, 1 person who spent 4-6 hour d
aily
 When people were asked about how much time they spend on Netflix daily in the
Google forms –
- 4 people spent around 0-1 hour

- person spent around 6+ hour
 When people were asked about how much time they spend on Netflix daily in the
personal interview –

- 1 person spent around 1-3 hour
- 1 person spent around 4-6 hour
There were no people who spent time on Netflix above 6+ hours
Q. WHAT PORTAL DO YOU USE TO STREAM NETFLIX CO

NTENT?
DATA ANALYSIS FOR THE ABOVE –
PORTAL NUMBER OF PEOPLE PORTAL NUMBER OF PEOPLE
SMART PHONE 26 SMART PHONE 2
INTERNET READY T 10 INTERNET READY TV 1

V
TABLET 0 TABLET 0
INTERNET (PC or M 5 INTERNET (PC or MA 1

AC) C)
Note: -
idually in a café
 This was included in the questionnaire to know the different portals that people us
e to view their Netflix content.
 With the help of survey and interview method the researcher would be able to kno
w which portal do people prefer the most when it comes down to streaming their f
avourite show on Netflix
DATA PRESENTATION OF THE ABOVE
PORTAL USED TO STREAM NETFLIX

CONTENT (survey method)
INTERNET(PC or MAC) 5
TABLET 0
INTERNET READY TV 10
SMART PHONE 26
0 5 10 15 20 25 30
PORTAL USED TO STREAM NETFLIX CONTENT

(interview method)
INTERNET (PC or MAC) 1
INTERNET READY TV 1
TABLET 0
SMART PHONE 2
0 0.5 1 1.5 2 2.5
DATA INTERPRETATION OF THE ABOVE --

 With the help of survey method, the researcher got to know that 26 people prefer
watching their favourite shows and movie on their Smart phone because it is conv
enient, followed by 10 people preferring internet ready TV because of its big scree
n and Dolby audio, and last being internet (pc or mac) with 5 people preferring it
 With the help of interview method, the researcher got to know that 2 people prefer
watching their favourite shows on their smart phone because it’s convenient, follo
wed by 1 person preferring internet ready TV because of its big screen and Dolby
audio, and last being internet (pc or mac) with 1 person preferring it
 In both cases the researcher got to know that the people don’t prefer watching Net
flix over tablets.
 With the help of survey method, the researcher got to know about people using dif
ferent portals to view Netflix contents
26 people prefer smartphones
10 people prefer internet ready TV
5 people prefer internet (pc or mac)
 With the help of interview method, the researcher got to know about people using
different portals to view Netflix contents
2 people prefer smartphones
1 person prefers internet ready tv
1 person prefers internet (pc or mac)
Q. WHAT DO PEOPLE USE THEIR NETFLIX SUBSCRIPTIO

N FOR THE MOST?
CONTENT NUMBER OF PEOPLE CONTENT NUMBER OF PEOPLE
TV SHOWS 9 TV SHOWS 1
MOVIES 3 MOVIES 1
BOTH 22 BOTH 2
Note: -
idually in a café
 This was included in the questionnaire to know about what people prefer viewing
on Netflix
i.e., whether it be a TV show, movie, or both of them
usage of netflix subscription

(survey method)
9
TV SHOWS
MOVIES
BOTH
3
22
usage of netflix subscription usage

(interview method)
1
TV SHOWS
MOVIES
2 BOTH
1
DATA INTERPRETATION ON THE ABOVE -
 With the help of survey method and interview method the researcher got to know t
hat people generally prefer watching both types of contents i.e., whether it be vie
wing a TV show or movie
 The survey method collected the data which showed that 22 people prefer watchin
g both types of content, followed by 9 people preferring watching TV shows only
and 3 people preferring watching movie only
 The interview method collected the data which showed that 2 people prefer watchi
ng both types of content, followed by 1 person preferring watching tv show only a
nd 1 person preferring watching movie only
 With the help of survey method, the researcher got to know about what people pre
fer watching the most on their Netflix subscription
- 22 people prefer watching both movies and TV shows

- 9 people prefer watching TV shows only
- 3 people prefer watching movies only
 With the help of interview method, the researcher got to know about what people
prefer watching the most on their Netflix subscription
- 2 people prefer watching both movies and TV shows

- 9 people prefer watching TV shows only
- 3 people prefer watching movies only
Q. HOW LONG HAS ONE BEEN USING THEIR NETFLIX AC
COUNT FOR?
DATA ANALYSIS OF THE ABOVE -
YEAR NUMBER OF PEOPLE YEAR NUMBER OF PEOPLE
0-1 YEAR 22 0-1 YEAR 3

2-3 YEAR 12 2-3 YEAR 1
4+ YEAR 0 4+ YEAR 0
Note: -
idually in a café
 This was included in the questionnaire to know about how long has one been usin
g his Netflix account
 This also helps in letting the researcher know about people’s loyalty towards Netfl
ix
Netflix usage in years

(survey method)
4+ YEAR 0
2-3 YEAR 12
0-1 YEAR 22
0 5 10 15 20 25

(interview method)
4+ YEAR 0
2-3 YEAR 1
0-1 YEAR 3
0 0.5 1 1.5 2 2.5 3 3.5

DATA INTERPRETENTION OF THE ABOVE -
 With the help of the survey method & interview method the researcher got to kno
w that many of the users are a new subscriber to Netflix
 The survey method showed that 22 people are new to Netflix as their subscription
hasn’t exceeded more than a year, followed by 12 people viewing and preferring
Netflix past 2-3 years
 The survey method showed that 3 people are new to Netflix as their subscription h
asn’t exceeded more than a year, followed by 1 person viewing and preferring Net
flix past 2-3 years
 Both the methods concluded that not even one Netflix user from the sample has be
en using Netflix for the past 4 or more years
 When people were asked about how long they have been using Netflix through the
survey method, their response to it were –
-
22 people had recently subscribed to Netflix as they were using it somewhere betwee
n 0-1 year
- 12 people had been using Netflix for a while for around 2-3 years
 When people were asked about how long they have been using Netflix through the
interview method, their response to it were –
- 3people had recently subscribed to Netflix as they were using it somewhere between
0-1 year
- 1 people had been using Netflix for a while for around 2-3 years
Q. PEOPLE WERE ASKED HOW SATISFIED THEY WERE W

ITH THE SERVICE PROVIDED BY NETFLIX
SCALE 1-5 NUMBER OF PEOPLE SCALE 1-5 NUMBER OF PEOPLE
1 0 1 0
2 0 2 0
3 5 3 1
4 13 4 2
5 16 5 1
Note: -
idually in a café
 This was included in the questionnaire to know if the service provided by Netflix i
s meeting the people’s needs and wants
 This also helps in letting the researcher know if whether the people are satisfied a
nd will continue to remain loyal by choosing Netflix’s service over other services
RATING FROM 1-5 FOR NETFLIX BASED ON

SATISFACTION
(survey method)
5 16
4 13
3 5
2 0
1 0
0 2 4 6 8 10 12 14 16 18
RATINGFROM 1-5 FOR NETFLIX BASED ON
SATISFACTION
(interview method)
5 16
2
3 1
0
1 0
0 2 4 6 8 10 12 14 16 18
DATA INTERPRETENTION OF THE ABOVE -

 With the help of survey and interview method he researcher got to know about the
satisfaction level of people toward Netflix
 After the survey method the researcher got to know that Netflix is meeting most o
f the people’s needs and satisfying them overall
I.e., 16 people have rated Netflix 5 0ut of 5, followed by 13 people rating Netflix
4 out of 5. And 5 people rating Netflix 3 out of 5
 After the interview method the researcher got to know that Netflix is almost meeti
ng peoples need and satisfying them
I.e., 2 people have rated Netflix 4 out of 5, followed by 1 person rating 3 out of 5
and 1 person rating 4 out of 5
 When the people were asked about how much would they rate Netflix on a scale o
f 1-5 with the help of survey method –
- 16 people gave a rating of 5 out of 5 for overall satisfaction
 When the people were asked about how much would they rate Netflix on a scale o
f 1-5 with the help of interview method –
- 1 person gave a rating of 5 out of 5 for overall satisfaction
Q. RATE NETFLIX BASED ON THE FOLLOWING

SCALE SPEED CONTENT PRICE SCALE 1-5 SPEED CONTENT PRICE

1-5
1 0 0 2 1 0 0 1
2 0 1 8 2 1 0 0
3 14 9 14 3 1 2 1
4 20 24 10 4 2 2 2
Note: -
idually in a café
 This was included in the questionnaire to know if the service provided by Netflix i
s as per people’s requirements
I.e., in terms of speed, content, price
NETFLIX BASED ON THE FOLLOWING

( survey method )
PRICE 14
8
2 4
3
24 2
CONTENT 9 1
1
0
20
SPEED 0 14
0
0 5 10 15 20 25 30
NETFLIX RATING BASED ON THE FOLLOW-
ING
(interview method)
4
PRICE 0 1 3
1 2
2 1
CONTENT 0 2
0
2
SPEED 1
1
0
0 0.5 1 1.5 2 2.5
DATA INTERPRETENTION OF THE ABOVE –

 With the help of survey method, the researcher got to know what people think abo
ut Netflix when it comes to price content speed
- I.e., 20 people have rated 4 0ut of 4 when it comes to speed, followed by 14 peopl
e who have given a rating of 3 out of 4.
- 24 people have rated 4 out of 4 when it comes to the content provided by Netflix,
followed by 9 people giving a rating of 3 out of 4
- 10 people have rated 4 out of for the subscription prices provided by Netflix, follo
wed by 14 people rated 3 out of 4, 8 people rated 2 out of 4 and 2 people rating 1
out of 4 for the prices provided
 With the help of survey method, the researcher got to know what people think abo
ut Netflix when it comes to price content speed
- I.e., 2 people have rated 4 0ut of 4 when it comes to speed, followed by 1 person
who have given a rating of 3 out of 4 and 1 person giving a rating of 2 out of
- 2 people have rated 4 out of 4 when it comes to the content provided by Netflix, f
ollowed by 2 people giving a rating of 3 out of 4
- 2 people have rated 4 out of 4 for the subscription prices provided by Netflix, foll
owed by 1 person rated 3 out of 4 and 1 person rating 1 out of 4 for the prices pro
vided
 When the people in the survey method were asked to rate Netflix on the basis of s
peed, content, and price –
- There were around 20 people, 24 people and 10 people who gave 4 out 4 rating fo
r speed, content, and price accordingly
- There were around 14 people, 9 people and 14 people who gave 3 out of 4 rating f
or speed, content, and price accordingly
- There were around 1 person and 8 people who gave 2 out of 4 rating for content a
nd price accordingly
- There were only 2 people who gave a 1 out of 4 rating for price
 When the people in the interview method were asked to rate Netflix on the basis o
f speed, content, and price –
- There were around 2 people, 2 people and 2 people who gave 4 out 4 rating for sp
eed, content, and price accordingly
- There was 1 person, 2 people and 1 person who gave 3 out of 4 rating for speed, c
ontent, and price accordingly
- There was only 1 person who gave 2 out of 4 rating for speed
- There was only 1 person who gave a 1 out of 4 rating for price
Q. WHAT OTHER STREAMING SERVICE DO YOU USE

STEAMING SE NUMBER STEAMING SERVI NUMBER

RVICE OF PEOPLE CE OF PEOPLE
Amazon prim 21 Amazon prime 3
e
Hulu 0 Hulu 0
HBO now 1 HBO now 0
Do not use ot 12 Do not use other 1

her service service
Note: -
idually in a café
 This was included in the questionnaire to know if people were using any other stre
aming service instead of Netflix or along with Netflix
i.e., amazon prime, Hulu, hbo now
OTHER STREAMING SERVICE USED BY

PEOPLE
( survey method )
DO NOT USE OTHR 12
SERVICE
Series 1
HBO NOW 1
HULU 0
AMAZON PRIME 21
0 5 10 15 20 25
OTHER STREAMING SERVICES USED BY
PEOPLE
( interview method )
DO NOT USE OTHER 1
SERVICE
Series 1
HBO NOW 0
HULU 0
AMAZON PRIME 3
0 0.5 1 1.5 2 2.5 3 3.5
DATA INTERPRETENTION OF THE ABOVE

 With the help of survey method, the researcher got to know that 21 people prefer
watching amazon prime along with Netflix, followed by 1 person preferring HBO
and 12 people preferring only Netflix and no other streaming service
 With the help of interview method, the researcher got to know that 3 people prefer
watching amazon prime along with Netflix and 1 person preferring watching only
Netflix and no other streaming service
 When the people were asked about the different streaming services they use along
with Netflix, the people in the survey method mentioned –
- 21 people mentioned viewing amazon prime
- 1 person mentioned viewing HBO now
- 12 people mentioned they do not view any other service beside Netflix
 When the people were asked about the different streaming services they use along
with Netflix, the people in the interview method mentioned –
- 3 people mentioned using amazon prime
- 1 person mentioned using only Netflix and no other service
7. FINDINGS
1. There are more of females who prefer watching videos with the help of any onli
ne streaming service compared to males. There are more of females who are intere
sted in watching different contents online than males.
2. The research showed that more people who belong under the age of 25 prefer w
atching Netflix more often. People between the ages of 25 to 35 prefer watching le
ss of online streaming service and more of traditional TV. And people above 40 pr
efer watching traditional TV over online streaming service completely.
3. The researcher got to know that there are more of the Netflix users compared to
the non-users by the survey and interview conducted. People prefer having a Netfl
ix account rather than only watching traditional TV. The reason to this that people
prefer watching Netflix because of the quality content that cannot be provided by t
raditional tv.
4. The researcher got to know that most of the people prefer watching Netflix bet
ween 1-3 hour on a daily basis. people prefer watching Netflix in their free time et
c. people to pass their time and keep themselves entertained prefer watching Netfli
x on daily basis between 1-3 hour or either binge watch episodes for more than 3
hours.
5. The researcher got to know that most of the people prefer watching both tv sho
ws and movies on Netflix. Since Netflix provides good quality content, people pre
fer watching anything and everything that Netflix suggests them. Since Netflix tra
cks down all of their customers likes and preferences of TV shows and movies it s
uggests them exactly what their customers want to watch.
6. The researcher found that most of the people prefer watching Netflix content on
their smartphone as it is more convenient and sort of comfortable. And as Netflix
has introduced a different plan for people viewing content on smartphone at a che
aper rate, people prefer it over their plans.
7. The researcher got to know that most of the people are satisfied in all aspects w
ith Netflix. , most of the people out there give a 5 out of 5 rating when they were a
sked how satisfied they were with Netflix’s service
8. The researcher asked people to rate Netflix based on the speed, content, and pri
ce. Most of the people were satisfied with the all the offering which were made by
Netflix in terms of speed, content, and price.
9. The researcher also found that people preferred watching other service like ama
zon prime along with Netflix. But when asked about which service was better, peo
ple preferred Netflix over other services because of the quality content which was
being provided by them which no other services could match. But still in terms of
competition amazon prime gives a tough fight to Netflix.
10. When people were asked why do they prefer Netflix, the researcher got differe
nt answers from different people –
- Quality content
- The new price plan for all the people using Netflix on their smartphone
- compared to other services Netflix’s speed is quite fast and it has better visual
quality
11. When people were asked to give any suggestions so that Netflix could improv
e, the researcher got different answers from different people –
- Prices could be made more reasonable
- More and more of quality content should be added every week
8. SUGGESTIONS
Original Content
While Netflix would originally just send you movies in the mail, they have becom
e one of the largest TV studios in the US. Shows like The Office and Friends have
become a major part of Netflix’s programming, but they’re in danger. The Denver
Post reports on July 9th of 2019 that NBC, Comcast, and Disney are announcing t
heir own streaming services. As such, shows that Netflix leased like The Office an
d Friends are being pulled from Netflix, much to the dismay of people whose mai
n personality trait is watching The Office. Shows can’t get pulled from Netflix if t
hey’re made by Netflix, and that’s exactly what must happen. The New York Tim
es on July 10th of this year interviewed top Netflix executives and found that the c
ompany was to spend a vast majority of their time and resources on original conte
nt. With Disney and Apple unveiling its plans to do the same, Netflix must hire ac
tors, producers, and directors to stay competitive in the growing streaming service
market. In an ever-changing online world, Netflix must adapt itself to stay relevan
t in the online streaming business.
Reduce Rising Prices

Netflix killed blockbuster in the 2000s by being the more convenient and cheap
movie option. Ironically, the same thing is happening to Netflix nowadays. When
compared to other streaming services, Netflix is the most expensive. On April 12t
h of 2019, CBS went in-depth to explore Disney’s new streaming service: Disney
+. Disney’s new service is one of the cheapest on the market, costing around $6.9
9 a month. Compare that to Netflix, who recently raised their prices to $13, makin
g Netflix non-competitive. In order to stay in the market, Netflix needs to lower pr
ices. The Motley Fool writes on March 28th that in international markets, Netflix i
s lowering prices to stay competitive with multinational streaming services. In Ind
ia, this has seen massive success, growing their power in the market. Netflix needs
to make this a domestic policy as well, ensuring that they stay competitive. While
services like Disney+ and Hulu may have the leg up on Netflix for now, by imple
menting comprehensive pricing changes, Netflix can gain back that advantage.
Appeal to a Wider Base
Anyone over the age of 60 will probably tell you that millennial are killing the tra
ditional TV industry. That is true, but it's mostly millennial. Most Netflix subscrib
ers can fall under one category, and that’s not good for Netflix. Statistic on May 2
7th reported that 72% of millennial viewers used Netflix more than any other strea
ming service. With 150 million American viewers, young Americans make up a m
ajority of viewers. These viewers are also a volatile market, which is inherently ad
verse for Netflix. By diversifying their user base, Netflix can whisk away those co
ncerns. The South China Morning Post in June of 2016 outlines the necessity for d
oing so. An issue Netflix faced 3 years ago; they still face today. But, by integrati
ng their services with common cable services, Netflix could make themselves mor
e familiar to viewers over the age of 65. To deamericanize its market, Netflix shou
ld implement international services like Bollywood. So, to ensure that Netflix’s su
ccess is not just limited to Stranger Things, they need to shift their market from yo
ung and American to older and international.
Have a random selection button -

One of the suggestions that came in from the research, is have a random button sel
ection .Where one just picks a genre and clicks on the go button on spin the wheel
and watches anything that comes up randomly. In this way people will enjoy watc
hing shows and movies they weren’t aware of .
Reviews –
Netflix should allow people to give review right below a particular TV show or m
ovie which will help other viewers.
9. CONCLUSION
In our opinion, Netflix has to concentrate and invest in their Research and develop
ment in order to understand the perspectives of every customer. As the world is a l
and of cultures, they have to look into their cultural aspects in order to attract a wi
de range of customers.
When we look at the subscription rates, they should be more considerate about the
prices and the modes of payment as we have different payment systems which giv
es the customers various advantage and discounts on their online payments.
The other aspect would be the bandwidth, as we know that most of the area has a r
elatively poor network connection, which is one of the main challenges, the comp
any can join hands with any one of the telecom industries and get it resolved. How
ever, if Netflix do not involve themselves in innovations and cannot offer a superi
or ordeal than their competitors or if they do not meet the expectations of their clie
nts, then they tend to risk their market positioning.
Netflix has managed to position their brand as affordable, convenient, with largest
library and most of all personalized. They have successfully stocked their compan
y with the widest range of films and the first to have a good recommendation syste
m, ahead of their competitors they have integrated their service with the social me
dia by their instant product streaming line they are not only ahead of its competito
rs but also have monopolized the entire field.
By implementing the correct and creative strategies Netflix will always secure the
ir place on the top. through the increasing reach of their streaming message, event
ually every home will have Netflix subscription in the near future.
10. BIBLIOGRAPHY
10.1 INTERNET SOURCES –

 www.wikipedia.com
 www.google.com
 www.netflixstrategies.com
 https://www.business-standard.com/article/international/netflix-plunges-afte
r-covid-pandemic-boom-shudders-to-near-halt-in-q1-fy21-121042100109_1.
html
 https://www.bbc.com/news/world-asia-india-60108294
 https://www.firstpost.com/entertainment/explained-why-netflix-is-failing-bi
g-time-in-india-10580421.html
 https://inc42.com/features/why-netflix-is-failing-in-india-much-more-than-j
ust-a-pricing-strategy/
 https://bohatala.com/netflix-in-india-case-study-solution/
 https://www.fortuneindia.com/enterprise/netflix-and-its-battle-for-india/105
217
 https://www.theglobalstatistics.com/ott-platforms-market-share-india/#:~:te
xt=In%20India%2C%20the%20OTT%20market%20is%20expected%20to,
Prime%20Video%20and%20Netflix%20entering%20the%20Indian%20mar
ket.
 https://dazeinfo.com/2019/10/31/netflix-users-in-india-graphfarm/#:~:text=
The%20total%20number%20of%20Netflix%20users%20in%20India,high-s
peed%20internet%20connectivity%20and%20smartphones%20in%20the%
20country.

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GENERAL MANAGEMENT RELEVANCE

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD

MASTER OF MANAGEMENT STUDIES (MMS)

UNDER THE GUIDANCE OF

Name:- MR. ABDULLAH ABDUL GANI TURK.

Class: MMS (IV Semester)

(Signature of the student)

Director Project Guide

Dr Govind P.Shinde Prof. Neha Sharma

An over-the-top (OTT) media service is a streaming media service offered directly

Streaming Media may be defined as listening or viewing media in real time as it

Streaming media is multimedia that is constantly received by and presented to an

- Clear Sound and Picture

Another disadvantage of streaming media from a website is that it requires a stabl

- Compatibility with multiple devices:

FEW BENEFITS TO OTT INDUSTRY

Smartphone Penetration: Smartphones have initiated a new era of television viewi

3.4 WHO ARE THE STREAMING USERS

3.6 USER EXPERIENCE

3.7 INTRODUCTION TO NETFLIX

3.16(A) SWOT ANALYSIS OF NETFLIX

Finally, as with any technological aspect, the adverse effects of binge-watching on

5.2 RESEARCH OBJECTIVES

PRIMARY DATA COLLECTION GOOGLE FORMS

These set of questions were specifically prepared to get certain answers.

 The interview also consisted of an unstructured format.

5.6 SAMPLE DESIGN AND DATA COLLECTION

5.7 LIMITATIONS OF THE STUDY

6.1 DATA ANALYSIS

DATA PRESENTATION OF THE ABOVE -

DATA INTERPRETATION OF THE ABOVE -

Q. PLEASE INDICATE YOUR AGE -

DATA PRESENTATION FOR THE ABOVE -

AGE GROUP (SURVEY METHOD)

AGE GROUP (SURVEY METHOD)

DATA INTERPRETATION FOR THE ABOVE -

Q. ARE YOU A NETFLIX USER?

USERS NON- USERS NON-

DATA PRESENTATION OF THE ABOVE -

NETFLIX USERS & NON-USERS

NETFLIX USERS & NON-USERS

DATA PREENTATION FOR THE ABOVE --

TIME SPENT ON NETFLIX SUBSCRIPTION IN A

DATA INTERPRETATION OF THE ABOVE -

- 4 people spent around 0-1 hour

- 2 people spent around 0-1 hour

Q. WHAT PORTAL DO YOU USE TO STREAM NETFLIX CO

PORTAL NUMBER OF PEOPLE PORTAL NUMBER OF PEOPLE

SMART PHONE 26 SMART PHONE 2

INTERNET READY T 10 INTERNET READY TV 1

INTERNET (PC or M 5 INTERNET (PC or MA 1

DATA PRESENTATION OF THE ABOVE

PORTAL USED TO STREAM NETFLIX

PORTAL USED TO STREAM NETFLIX CONTENT

0 0.5 1 1.5 2 2.5

DATA INTERPRETATION OF THE ABOVE --

Q. WHAT DO PEOPLE USE THEIR NETFLIX SUBSCRIPTIO

CONTENT NUMBER OF PEOPLE CONTENT NUMBER OF PEOPLE

usage of netflix subscription

usage of netflix subscription usage

- 22 people prefer watching both movies and TV shows

- 2 people prefer watching both movies and TV shows