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POLITICAL:

censorship has proven to be an issue. Due to its content, it has been prohibited in some of the biggest economies like China.

Due to the government rules and policies, the entire content of Netflix is not available in all countries

Restricted access does not allow Netflix to operate in many countries. Even if the brand agrees, the government norms do not allow it.

ECONOMIC:

fluctuating exchange rate affects its economy when buying others’ content. However, Netflix can profit from its original content like movies and TV shows.

loyal customers of Netflix complain about a steady hike in the subscription price. High-quality content can be the solution to satisfy the viewers to make them realize the content is money’s worth.

Increased competition

Content piracy is a massive threat to the security of the company. It affects profitability.

SOCIAL:

work environment works in favor of the company.

2% of their annual income to the black community, but they also support students with low family incomes.

flexibility has benefited the company. With the latest trend of watching the live stream on mobile, Netflix has made it possible.

TECH:

One can avail high-quality video with minimal data being spent. It is one of the many advantages of the company.

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POLITICAL

Netflix operates on a global stage, which means it’s subject to the whims and fancies of political climates in over 190 countries. Each country comes with its own set of rules, regulations, and, occasionally, restrictions.

Each country comes with its own set of rules, regulations, and, occasionally, restrictions.

trade agreements and disputes. A change in trade policy can either open up new avenues for Netflix or create barriers

Netflix’s ability to adapt and respond to these political factors is akin to a game of chess where the stakes are high, and every move is critical.

ECONOMIC:

Economic growth, inflation rates, and currency exchange rates

disposable income. In times of economic prosperity, folks are more likely to invest in leisure activities, including streaming services. However, when the economy tightens its belt, luxury expenses are often the first to go.

Exchange rates also play a crucial role, especially since Netflix is a global player. Fluctuations in currency values can significantly affect Netflix’s revenue and profits when converted back to its home currency.

Weaker currencies can and will impact Netflix’s bottom line. It’s also a problem because Netflix is shelling out big bucks to add more content and create their own. Other streaming sites are emerging. They’re taking content away from Netflix, forcing Netflix to create more original movies and television shows to stay relevant.

SOCIAL:

binge-watching has not just become a norm; it’s a cultural phenomenon, shaping not only how content is consumed but also how it’s created.

Demographic shifts play a significant role, too. As the global population ages, preferences shift, opening up new niches for content that resonates with a more mature audience.

he digital-native Gen Z demands innovation, diversity, and authenticity in storytelling, pushing Netflix to continuously evolve its content strategy.

sustainability and social justice, which are increasingly influencing consumer choices.

community and connection. In an era where social distancing became the norm, Netflix emerged as a virtual gathering place

The Chill Work Culture

TECHNOLOGICAL:

Innovation- Netflix has been at the forefront of digital innovation.

A relentless pursuit of tech that enhances our viewing experience, making it as smooth as the transition from one episode to the next.

Algorithm- movie/series suggestions

Quality: Content and Clarity

This strategy ensures that subscribers with limited data plans can still enjoy their favorite shows in high definition, showcasing Netflix’s dedication to accessibility and user satisfaction. By balancing the demands for diverse, captivating content with the technical needs of a global audience

Future-proofing: Keeping an eye on emerging technologies and trends

ENVIRONEMENT:

carbon footprint- Every show we binge, every movie we dive into, it’s all powered by massive data centers that, yes, consume a lot of energy.

Renewable Energy Initiatives- By switching to wind, solar, or hydroelectric power, Netflix can significantly reduce its carbon footprint.

Content That Champions the Environment

Reducing Physical Waste- single-use plastics on set to ensuring that sets are recycled or reused rather than sent to landfills.

Digital Waste and E-Waste- traditional physical media (like DVDs) are becoming obsolete, reducing physical waste but potentially increasing electronic waste as old devices are discarded. Netflix could play a role in encouraging the recycling and proper disposal of electronic products, ensuring that the shift to digital doesn’t lead to mountains of e-waste.

LEGAL:

Copyright Laws- content across different countries,navigate the local copyright laws of each region.

Data Protection and Privacy Plays- legally safeguarding their data.

Censorship Laws

Legalities of Licensing- Keeping track of agreements, Netflix has to continually renew agreements or find new content.

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PEREIRA, Daniel. 2023.

The Netflix mission statement is “to entertain the world.”

the Netflix vision statement is “Becoming the best global entertainment distribution service.”

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Revenue in this market is projected to reach US$4.40bn by 2024.

Furthermore, it is anticipated that the market will continue to expand at an annual growth rate of 7.59% (CAGR 2024-2027), resulting in a projected market volume of US$5.48bn by 2027.

The average revenue per user (ARPU) in the United Kingdom's Video Streaming (SVoD) market) market is projected to be US$139.90 in 2024.

Currently, the user penetration rate in the United Kingdom's Video Streaming (SVoD) market) market stands at 45.6% in 2024, and this figure is expected to rise to 52.3% by 2027.

The United Kingdom is experiencing a surge in demand for video streaming services, with a diverse range of platforms and content offerings catering to the country's avid viewers.

13.1% growth

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Highlights

The United Kingdom is expected to experience significant growth in its Video Streaming (SVoD) market) market.

Revenue in this market is projected to reach US$4.40bn by 2024.

Furthermore, it is anticipated that the market will continue to expand at an annual growth rate of 7.59% (CAGR 2024-2027), resulting in a projected market volume of US$5.48bn by 2027.

When compared globally, in the United States is predicted to generate the highest revenue in the Video Streaming (SVoD) market) market, with an estimated US$43,970.00m in 2024.

The average revenue per user (ARPU) in the United Kingdom's Video Streaming (SVoD) market) market is projected to be US$139.90 in 2024.

As for the number of users, it is expected to reach 36.5m users by 2027.

Currently, the user penetration rate in the United Kingdom's Video Streaming (SVoD) market) market stands at 45.6% in 2024, and this figure is expected to rise to 52.3% by 2027.

The United Kingdom is experiencing a surge in demand for video streaming services, with a diverse range of platforms and content offerings catering to the country's avid viewers.

Key regions: Asia, United States, United Kingdom, Japan, France

Market definition

Subscription-based Video-on-Demand services (Subscription-VoD or SVoD), e.g. Netflix and Amazon Prime Video, offer unlimited access to their content libraries for a monthly subscription fee. Movies and TV series can be streamed to various supported connected devices. The SVoD market does not include ad-supported services, pay-per-view offerings or services that require a pay-TV subscription (e.g. HBO Go).

in-scope / out-of-scope

in-scope

Subscription-based-Video-on-Demand services, e.g. Netflix and Amazon Prime Video

out-of-scope

Ad-supported services

Pay-per-view offerings

Services that require a Pay-TV subscription (e.g. HBO Go)

Market structure

Reports

Methodology

Analyst Opinion

Methodology

Overview

Revenue

Analyst Opinion

Users

Demographics

Global Comparison

Key Players

Methodology

Key Market Indicators

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Video Streaming (SVoD) - UK | Statista Market Forecast

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The Video Streaming (SVoD) market in the United Kingdom is projected to grow by 7.59% (2024-2027) resulting in a market volume of US$5.48bn in 2027.

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The United Kingdom belongs to the largest video streaming markets worldwide. With about 4.8 billion U.S. dollars, it reached the third highest nationwide video-on-demand (VOD) revenue in 2022, after the United States and China.

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Netflix Services UK’s earnings said that its average number of paid memberships increased 4% last year, while it also enjoyed 14% growth in the average money it made from each subscriber.

The company behind British originals The Crown and Sex Education posted sales of £1.54B ($1.9B) in the 12 months to the end of December 2022, an increase of 12% on the previous year’s revenue of £1.4B.

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Disney plus

Amazon prime

NOW TV

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amazon prime UK

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Number of households subscribing to Netflix in the United Kingdom (UK) from 1st quarter 2014 to 4th quarter 2023

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Number of households subscribing to Netflix in the United Kingdom (UK) from 1st quarter 2014 to 4th quarter 2023

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number of households in the United Kingdom subscribing to Netflix amounted to 16.3 million in the fourth quarter of 2023, down from the same period of the previous year and from the third quarter of the same year.

decreasing

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STATISTA. 2024.

$33.72bn USD

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What we know so far:
• Theories: media influences media users
• It is important what is presented to users
• Positive & negative effects
• Some vulnerable audiences are protected (children)
• Some products’ promotional messages are tightly regulated (e.g.:
tobacco, alcohol, financial services)

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Campaign Diary

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Evaluation is the continuous measurement of
marketing activities with a view to deciding whether
they should be continued, amended or abandoned.

• Every marketing activity can be budgeted for, and
measured and evaluated as it proceeds.

• This high level of control means that by studying the
results of marketing activities companies can
continually improve performance, even while the
campaign is in progress

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Appealing to social-based feelings:

Approval

Affiliation

Embarrassment

Belonging

Involvement

Recognition

Rejection

Respect

Status

Acceptance

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Customer engagement: creative content

whatis creativity content?

role of creativity in digital campaigns

Discuss creative tactics that can be emplyed in the consutrction of a digital camapign

Message appeals and execution styles

Creative content:

Enriched and engaging multimedia that forms your online presence

Allows marketeers to offer great brand expereince and build a buisnesses personality

may be called adevrtising strategy

Creative execution: how it is said

Framing effect:

Often used in advertising to positively influence consumer choice

Gain framing: This shwos consumers hpw they are goign to beenefit form a product or service

Being optimistic or pessimistic about a 50% filled glass is an exampel of framing. Both perspectives are unique ways to evaluate the same information

People change their decisions based on framing

Online brand communities:

Is a dynamic space where individuals share a common interest in a brand, actively engaging with it and eachother

This community can exisit as a part of a website or social meid aplatforms

This communtiy is a collection of individuals who showcase bardn loyalty by being emotionally invested in the brand

They can be regualr cnsumers who buy from a brand but they advocate to tell their fmaikies, friends, co-workers and awuaintances abotu your branf

IMPORTANCE?

Provide variable insights for companies to undertsand thier cusotmer base, prevent customer chrun, learn more about marekt trends

Thy may help build resillience

Exampels of online brand communities

Metaverse:

Set of virtual spaces where you can creat eand explore with othe rpeople who arent in a physical space as you are

Th enext evolution in social connection and the successor to the mobile internet

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Elevator Pitch

The growth imperative:

A capitalist firm operating in a competitive market is subject to a growth imperative because uncertainty about the profit rate under a no-growth policy makes the firm's prospects highly unattractive in finite time and bankruptcy practically certain in the long run.

Example growth objectives:

Grenerate awareness (generate 10% more awraness by 2025, dirve 16%v more traffic to pur website by ened of 2025)

Growth concideration: Increase engageemnt on social media by 10% in the next 12 months, to encorage 20% of customer to leave a review before end of the month

Increase website conversion, Increase sales from 5% of visitors to 10% by...

Encorage 15% of web visitors to share their email adress within 12 months

Maintaining: To maintain the current market share of 0.5% within the next 12 months

To maintain teh current average monthy usage of our app at X within th enext 12 months

Strategic direction options: How to compete?

Penetration

Product

Development

Market

Development

Diversificstion

Tactics: How?

Developemtn, SEA, Email- marketing

Social. media

Online

Advertising

Infuencer marketing

Coopertion etc

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Tools:

-Marketing sales funnel

Competitor positioning mapping

Target market:

A broad group of people who may be intereted in your product or servcies.

Target audience:

Specific groups of people who are most liekly to buy your products or services

Target personas:

Ideal people to connect with based on your target audeince.

consumer personas

Help to deliver customer centric approach, relevant content and expeinces

Customer representation of exisiting sub-sets of your consumer base who share simialr goals,needs, expectations, behaviours and motivation factors

DRAW PERSONA FOR EACH SEGMENT

AIDA:

Awareness

Interest

Desire

Action

RACE:

Reach

Act

Convert

Engage

Competitor positioning analysis:

ho wmany competitors

Do i have to compare my brand to all its compeitotr sin the UK?

How to determine the key competitors

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230. million subcribers

leading internet entertainment services in the world with over 190 countires with paid memeberships with them

70% binge watch the tv series

STRENGTHS:

Exponential growth

Brand reputation in 2021 ranked 36 with brand value of 15 billion dollars

Global customer base ovber 190 countries and 167 subcribers, strogn bargaining power securing exclusive content

Originality (porducing original con tnet) have been popular and top liked

Adaptility (various technologies and devices to access from)

Customer centric- Offline options and cheaper subcriptions

Affordable pricing

Award-winning shows - in 202 netflix recieved 160 nominations at the emmys

WEAKNESSES:

Limited copyrights - do no own most of its content

Increasing debt - longterm debt plans

Lack of green initatives- netflix does not use renwable energy or a mdoel to promote environmental sustainabiltiy

Rigid pricing

Over-dependence on north america market

Support shortages

Raising prices

Growing operational costs

OPPORTUNITIES:

Low- price mobile streaming option

Exploit ad based model

Expand global custoemr base

Refresh content library

Alliances - partnerhsips

Niche marketing

Introduce anaul subcriptions/more options

Support black educational intitutions

THREATS:

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-Hulu

-Amazon prime video

-HBO MAX

-VEVO

-Disney +

-APPLE TV

#10 – Disney ($44.1 billion brand value)

#19 – Facebook ($36.2 billion brand value)

#26 – Youtube ($20.9 billion brand value)

#66 – Spotify ($9.8 billion brand value)

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ANTHONY CUTHBERTSON. 2024. ‘Streaming Services Now Cost Average User More than Cable TV, Report Reveals’. The Independent [online]. Available at: https://www.independent.co.uk/tech/streaming-price-cable-netflix-disney-piracy-b2499375.html [accessed 22 Feb 2024].

PARKER, Brianna. 2019. ‘Netflix SWOT 2024 | SWOT Analysis of Netflix’. Business Strategy Hub [online]. Available at: https://bstrategyhub.com/swot-analysis-of-netflix-2019-netflix-swot-analysis/ [accessed 22 Feb 2024].

SKY NEWS. 2024. ‘Netflix Subscribers Surge after Crackdown on Password Sharing’. Sky News [online]. Available at: https://news.sky.com/story/netflix-subscribers-surge-after-crackdown-on-password-sharing-13055187 [accessed 22 Feb 2024].

SKY NEWS. 2024. ‘Https://News.Sky.Com/Story/Netflix-Cuts-Prices-in-More-than-30-Countries-in-Bid-to-Win-More-Subscribers-12818730’. [online]. Available at: https://news.sky.com/story/netflix-cuts-prices-in-more-than-30-countries-in-bid-to-win-more-subscribers-12818730 [accessed 22 Feb 2024].

STATISTA. 2024. ‘Statista - The Statistics Portal’. Statista [online]. Available at: https://www.statista.com/companies/o/25147317/netflix [accessed 23 Mar 2024].

KANTER, Jake. 2023. ‘Netflix UK Revenue Rises To $1.9B After Growing Subscriber Base By 4%’. Deadline [online]. Available at: https://deadline.com/2023/10/netflix-uk-earnings-revenue-rockets-1235568506/ [accessed 23 Mar 2024].

PEREIRA, Daniel. 2023. ‘Netflix Mission and Vision Statement’. [online]. Available at: https://businessmodelanalyst.com/netflix-mission-and-vision-statement/ [accessed 25 Mar 2024].

KIESHA FRUE. 2024. ‘How This Netflix PESTEL Analysis Helps in Revealing Its Success’. [online]. Available at: https://pestleanalysis.com/netflix-pestel-analysis/ [accessed 25 Mar 2024].

DISCOVERY. 2024. ‘Detailed PESTEL Analysis of Netflix | EdrawMax Online’. Edrawsoft [online]. Available at: https://www.edrawmax.com/artcile/netflix-pestel-analysis.html [accessed 2 Apr 2024].

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netflix saw a surge in new subcribers brinig. and ban pn password sharing. and limiting that.

Promoted people to open their own accounts

company added 13.1 million worldwide subcribers in the last three months in 2023

low-priced streaming plan with ads for a cheaper price

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three quarters of surveyed said they would prefer a single content hub to bundle all of thier subcroptions

Survey: Subcriptiojn wars survey

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netflux cuts prices in feb 2023 in mor ethan 30 countires.

Netflix looking to grwo its share

Lost subcribers due to its competitors

Average membership delcined across regions in the last 3 months of 2022.

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NETFLIX FORMM PAGE ON APP

DOCCUMENTATRYS OF MOST PIPULAR SHOWS

MORE BEHIND THE CENCES

LET CONSUEMRS VOTE

PUSG NOTIFICATIONS

STUDENT DISCOUNT

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-FINANCIALS

-KPIS

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STOSTAC (Where you want to be)

Both porvide context to developing digital marketing strategy and tactics

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Online advertising-

text, logo photography animation videos and graphics

FOR ASSIGNMENT MOCK UP FORMS OF ONLINE ADVERTISING

ROA- return of attention- how well the onlie marketing material is recieved/ attentive by the publuic (revenue & user growth)

Programmatic advertising

Automated side of online digital marketing

Data driven approach to help get brands get thier in front of desired audeince at the right time

works of alglorithms

Dynamic/static banner ads

taxi wrapped-static ads

Professional ads unless your paying on ads

technical links; hyperlinks and backlinks need to work

Folcus on ben efits rateh rthan functions

Base ads depending on audience- aware of where audiece diplays- look on week 2 (endorsers & influencers need to be credible for our audience

AD Blockers

Ads cultural interpretations of whats going on

Email marketing

From brand perspective it helps collect data on consumers

i.e people that open emails, people taht open & read (mot emaila with offers) and people that open emails as follow through with the link

Legal contract so brands are b y law able ot send emaisl- consumers have to unsubscribe to come away from th econtract

Informed,entertained and valued

Encorage new customers to hsop or encorage and keep exsisting consumerw coming

Mailchimp for creating for email for assignment- create few mock up emails (500 a snumber)

Entice consumers to keep shopping with brand for core audiece ~(for going in the appendix)

Direct mail marketing

Loom on linkedin learning for direct mail marketing video

Letter shoukd be updating client and entice a client on whats going on with the brand

Video in advertising

Instagram want to see more video form content in posts

Have a mix of video and still ads

Fashion video ads to showcase their run way shows

KNOW YOUR AUDIENCE

Specific USPS /KPIS for digital marketing plan

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Similar web (competitor analysis) for data and insights to compare

(USE FOR COMPETITOR ANALYSIS AND DEVELOPING SMART OBJECTIVES)

Google trends

(comparitive tool)

How to aquire sales-

New csutomers (Acquisition)

Exsisting customers (Retention)

Building online presence

search engine optimisation (promotes business unpaid results)

search engine marketing (paid search for space in search results or bid for the space.

we can aslo see 'display adverts' can be images, videos or interactive adverts

search is th ekey in purchase decision-mak,ing priocess

People search for familiar brands

Generic mostly searches

SEO

website which is easy to discover and content that is relevant

Needs to answer consumers questions

Incorporate search words

-people expect more they want to get of of your website

The digital face of your business

social media marketing

creating and sharing conbtent

drive audience and engagement

allow creation and exhcange of user-generated content

user generated/firm-generated/paid

stimulates consumer participation

allows quicker updates

Monitor engagement

STRENGTHS

Website traffic

cost effective

reducded marketing costs

target specific networks of people

brand loyalty

WEAKNESSES:

Negative feedback

Difficulty in sm metrics- hard to compare each platform and individual value

Time consuming

Influencer markting

reahc large audiences

credidibility

use multiple pkatforms

reach specific audience

analytics performance cna be measured

weakness

Waste investment no certaininty for viral content

Trustworthyness

Brand reputation risk

Fake followers

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E-commerce

is the buying and selling of goods and services through wireless handheld devices with smart/mobile phones

Use of internet wihtout needing a place to plug in

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Organise the company around custoemr segemnts

Encorage & track customer interaction with the comapny

Foster customer satisfying behavours

Link all processes of the company from its customers through its suppliers

Allows companies to tightly focus in on their target markets

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Data:

-Necessity for almost any enterprise to carry out its business

-Consists of raw facts and when organised may be transformed to information

Data is ke[pt in the 'cloud'

Cloud is a word that describes an actual physcal warehosue/data storanfe and cables that conneect us

Database:

A collection of raw data organised to meet users' needs

Database amanagement:

A group of programs that manipulate the databaseand provide an inetrfsce between teh dtaatbase and teh user

The online revolution:

The internet

AI

Social Media

5.3 billion using the internet

Capture customer data:

Store visits (online and offline)

Conevrations with sales people

Interactions via web/mobile apps

Traditional phone coversations

Wireless communications

CRM Marketing database:

Campaign management

retain loyal customers

cross selling

desinging taregted marekting communications

reinforcing customer purchase decisions

iNTRODUCING PRODUCT TRIAL BY NEW CUSTOMERS

increasing effectivness of distribton channel

Improving customer service

Campaign management:

Developing customised offerings

Pircing attarctivel;y

Communicating offerings to enhance customer relationships

Retaining customers:

Retaining an additional 5% of customers can increase prodits as much as 25%

Loyalty programs reward loyal customers

Reinforcing custoemr purchase decisions:

Thanksing customers for purchases& telling them thei rimportnt

Updating custoemrs on order status

Offer customer service oportunites (Post sale emails)

Product trial:

Use markeitng database to identify new customers- best customer profile, overlay demographic and behavioral data on exisign cusotmer data

Increasing effecting of distributuion channel marketing:

Use websites to keep in touch with customers ad gain info abotu them

Multichannel markeitng ot monitor purchase sof custoemr shopping instore and online

Use radio frequency identification technology to improve distribution

Improving customer service:

Customer wish lists

Reccomendations based on purchase and seach behaviour

One click purchasing and shipment tracking

Digital marketing strategy:

Product/market investment

Customer value propostiton

Assets and competences

Functional strategies and porgrammes

invest to grow, only to maintain, milk the business and recover assets and divest

Strategic competencies:

What the business does well (gain comepttitive advantage)

Strategic assets:

Are resourses the bsuiness owns, tagngible or intangible

Situation Audit:

Company mission & strategic objectives

External environment & competitor analysis

Internal resources & competences

SMART

External factors:

Organsiation and hwo much cotnrol they have

Influence a firms deciion making & have an impact upon its performance

PESTLE

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Plan for 1 year marketing plan

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-Highlighting main components and solutions contained in digital marketing plan

5 SLIDES

MAX 15 MINS

3 DIGITAL MARKETING OBJECTIVES REQUIRED

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2 minute pitch:

Brief idea including brand discussion of digital strategy.

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Urban Decay

Benefit

Don't stop swap

Pret

Innocent

M&S

Netflix

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2500 words report

15 mins presentation (module branding) use alt text for images

Working for ACCENTURE

-no wikepedia or blogs