Research on the Current Situation and Marketing Strategies of Netflix Platform Marketing
DOI:
https://doi.org/10.54691/bcpbm.v33i.2719Keywords:
Netflix platform, Marketing, Current situation, Marketing strategies.Abstract
Streaming media, as a brand new carrier of cultural products, plays a very important role in business and culture under the rapid development of the Internet. In the wake of the pandemic, many media industries and companies have been affected. First and foremost is Netflix. With the development of the epidemic, Netflix’s market share continues to eat up the market share of film and television. This paper will first study some problems encountered by Netflix after the epidemic and what caused its market value to decline. In addition, this paper will predict and research its future strategies and analyze Netflix by connecting with the global streaming media industry. This article aims to help some small streaming media companies to solve the problems they encounter after the epidemic. And These companies can learn from Netflix’s solutions to some extent and also drive the development of the streaming media industry from the side.
Downloads
References
M. Barnes. Netflix-the disruption of the entertainment industry continues; armed for the streaming wars (Doctoral dissertation), 2022. https://run.unl.pt/handle/10362/140499
S. Sakic. Netflix-the disruption of the entertainment industry continues; the future looks bright (Doctoral dissertation), 2022. https://run.unl.pt/bitstream/10362/140510/1/2021-22_fall_46259_stefan-sakic.pdf
A. D. Lotz. In between the global and the local: Mapping the geographies of Netflix as a multinational service. International Journal of Cultural Studies, 2021, 24(2), 195-215. https://journals.sagepub.com/doi/abs/10.1177/1367877920953166
C. Grandy. Stranger Things: Complex Serial, Complex Industry. The Institutional, Cultural, and Textual Significance of Internet-Distributed Television, 2019. http://researcharchive.vuw.ac.nz/handle/10063/8535
A. M. Halprin. Now streaming everywhere: an examination of Netflix’s global expansion (Doctoral dissertation), 2018. https://repositories.lib.utexas.edu/handle/2152/67942
T. Havens. Netflix: Streaming channel brands as global meaning systems. In From Networks to Netflix, 2018, pp. 321-331. Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9781315658643-30/netflix-timothy-havens
L. M. Mann. “Come TV with us”: the business strategies, discourses, and imagined audiences of Netflix and Hulu (Doctoral dissertation), 2016. https://repositories.lib.utexas.edu/handle/2152/39288
S. K. Sutherland. Global Television: The Future of International Scripted Content (Doctoral dissertation, Drexel University), 2020. https://search.proquest.com/openview/74af9232899a707524b1de8b6a1fd297/1?pq-origsite=gscholar&cbl=18750&diss=y
R. Stoldt. Imagining the world: personalization algorithms and global media flows on Netflix (Doctoral dissertation, University of Iowa), 2021. https://iro.uiowa.edu/esploro/outputs/doctoral/Imagining-the-world-personalization-algorithms-and/9984124359102771?institution=01IOWA_INST
M. F. van der Kint. Netflix’Transnationalisation: La Casa de Papel as Instrument for Crossing Borders (Bachelor’s thesis) 2021. https://studenttheses.uu.nl/handle/20.500.12932/40205
M. L. Wayne. Netflix nations: The geography of digital distribution. Journal of Communication. 2020, https://academic.oup.com/joc/article-pdf/doi/10.1093/joc/jqz050/33560963/jqz050.pdf
M. L. Wayne & A. C. Uribe Sandoval. Netflix original series, global audiences and discourses of streaming success. Critical Studies in Television, 2021. 17496020211037259. https://journals.sagepub.com/doi/abs/10.1177/17496020211037259
Downloads
Published
Issue
Section
How to Cite
