Netflix and Teenage Viewers: Analyzing Teenage Drama Market and the Marketing Methods of Netflix

Abstract

With the hyper-speed development of the networks, online streaming is the future trend of watching films and TV series. Netflix, as one of the earliest streaming service companies, is indeed successful in the market. As the competition among online streaming companies is getting tougher, it is important to understand the market and marketing strategies. Against this background, this study aims to explore 1) the importance of developing and exploring the teenage drama market, 2) the benefits and possible problems of existing teenage drama, and 3) online and offline marketing methods used by Netflix targeting teenage audiences. Through literature search and case studies of existing teenage drama, it is indicated that teenagers learn from drama, which may imitate the behaviors of characters in the drama. Furthermore, there will be positive influences that lead to benefits for the growth of teenagers as they can learn to deal with things they may someday encounter. The findings also suggest that social media, which most teenagers use every day, is one of the best ways drama producers can access to those teenage audiences. Offline marketing is helpful in making direct interactions with potential audiences and can make audiences experience scenarios which make them feel more realistic. The findings may be helpful for companies in the industry to understand the market and audiences, also the marketing strategies to use.