Analysis of User Behaviour and Business Strategy Optimization of Netflix Video Platform in the Post-Covid-19 Era

Abstract

With the global outbreak of Covid-19, people’s lives are influenced greatly. Due to home quarantine, many industry forms and consumer behavior have changed drastically. One of the world’s most extensive streaming platforms, Netflix has seen its commercial business obtain big dividends in the beginning to mid-term of the Covid-19 epidemic. But as the epidemic gradually eased, Netflix’s epidemic dividends were almost gone. Netflix desperately needs to optimise its current commercial strategy to cope with the rapidly changing world by analysing consumer behavior changes. This research focused on the consumer behavior and business model of Netflix. The authors analyzed the contemporary user behaviors on streaming media platforms and utilized 4Ps to anlayze the business strategies and business models of Netflix based on its strengths and drawbacks. According to the analysis, the authors provide some suggestions or point out some new opportunities for Netflix to optimize its business strategies.