COMPARATIVE STUDY ON NETFLIX AND AMAZON PRIME

1.1 INTRODUCTION

When making a choice, one of the simplest method that any individual can use is to make
comparison between at least two items, known as comparative analysis. Depending on the
feature that is the most important to you – price, quality, durability, you will compare
two products and using your knowledge in order to decide upon which product to buy.
Comparative analysis is extended also to business industries, where appraisers conduct more
complex analysis, depending on the items that are to be compared. Briefly, by comparing two
or more things you have a scope of discovering something unknown about either one of the
products which are compared. However, in business, comparative analysis has a wide
application and does not involve only products, but also complete sets of data. This data is
generally analyzed to provide any scope of improvement in the existing processes. At first
sight, comparative analysis seem like an easy research to conduct. However, as is the
problem with comparative studies, it raises many questions and it can give problems
depending on the method used.

This project is a comaparative analysis between two leading video streaming companies-
AMAZON PRIME and NETFLIX. Ad-free online streaming for movies and TV shows on
virtually any device — that is the promise of both Netflix and Amazon Prime Instant
Video. Netflixhas a larger content library and apps for more platforms and devices than that
supported by Amazon Prime. Netflix also offers subtitles (or closed-captioning) for more TV
shows and movies than Amazon.

The biggest bone of contention between Amazon Prime and Netflix has been the size of the
content library. Amazon Prime has a smaller library of available titles, but tends to offers
more of the latest movies and TV shows for instant watching. Netflix, on the other hand
only offers TV shows and movies that are over a year old (with the exception of Netflix's
own productions), but has a much larger library of shows and movies than Amazon.

1.2 OBJECTIVES OF THE STUDY

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 1. To understand which of the two companies are more popular among the customers.
2. To identify which of the two companies are better based on different factors, namely-
content, price, interface, device support etc.
3. To indentify the shortcommig of both the companies.
1.3 SCOPE OF THE STUDY
 The study an analysis made through survey in this project is within the boundaries of the
Delhi region. The respondents are people of the age 18years-30years who are well aware
of AMAZON PRIME and NETFLIX and services provided by them.
 Further, this study can be used to analyze customer satisfaction of the customers (users)
of AMAZON PRIME and NETFLIX.

1.4 COMPANY PROFILE

NETFLIX
Netflix Inc. is in the home video entertainment market, within the larger video entertainment
industry. Horizontal markets include Airline, Hotel and Theater video entertainment markets. All
four markets together make up the industry. Video rental and retail combined made Netflix’s
market worth $26.7 billion in 2008. (BBI) The market is segmented into a number of strategic
groups, which include brick and mortar rental and sales, DVD vending kiosks, online rentals and
sales, mail-delivery services, and video-on-demand services accessible through the television.

Due to rapid technology convergence, which characterizes the quality of the disruptive
technologies, the rental portion of the market is changing from physical rentals to digital rentals,
provided via streaming channels through broadband-connected set-top boxes, game consoles,
and computers. All work to bring streaming content straight to the consumer’s television, making
viewing interactive, easier, and available whenever the consumer wants it.

Netflix’s primary competitors are Blockbuster and Comcast. Blockbuster has the majority of the
market share (52 percent), Netflix has 13 percent, and Comcast has 3 percent. Netflix adds most
value to consumers through low capital and input costs, and through convenience of streaming
video.

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Netflix Inc. and Warner Bros. reached an agreement in January of 2010 regarding movie title
acquisitions. Within the agreement, Netflix Inc. (NFLX) has agreed to accept new titles 28 days
after being released to the public. In return, Warner Bros. have agreed to provide Netflix with
more titles released later than five years ago and “straight-to-video” DVD, Blu-ray discs, and
streaming video that are currently not offered. Warner Bros. has agreed to continue ongoing
negotiations regarding price changes that will favour Netflix’s title acquisition prices.

Netflix is a provider of on-demand internet streaming media available to viewers in North and
South America, the Caribbean, and parts of Europe. Netflix occupies a unique place in the media
industry - aggregating, distributing, and recently creating its own content through an online
platform that lets viewer choose when and where they want to watch television shows or movies.
Subscribers pay US $7.99 per month for this right1. Its disruptive business model has proven
popular among younger users, whose lives are increasingly spent on their personal computers.

Netflix, Inc. was established in 1997 by founders Marc Randolph and Reed Hastings (present
CEO) who had previously worked together, and its headquarters are at Los Gatos, California.
The Netflix website was launched on August 29th 1997 with only 30 employees and 925 titles
available for rent, with a per-title rental cost model. It moved to a monthly subscription concept
in 1999, building its reputation on the business model of flat-fee unlimited rentals without due
dates, late fees, shipping and handling fees, or per-title rental fees.
Netflix began as an online DVD mail order company, allowing customers to select DVD titles
online and receive them via Permit Reply Mail. Netflix has since moved on to providing on-
demand Internet streaming entertainment across a wide variety of genres, though it still
maintains its DVD rental business.

Netflix had its IPO on May 29th 2002, selling 5.5 million shares of common stock at US $15 per
share. On June 14th 2002, Netflix sold another 825,000 shares at the same rice. Netflix posted its
first profit during 2003, earning $6.5 million profit on revenues of $272 million.
By 2005, 35,000 film titles were available and Netflix shipped close to 1 million DVDs every
day. It had developed an extensive personalized video-recommendation system based on reviews

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and ratings by customers, and currently uses the same algorithm in predicting customers’
preferences.
In February 2007, the company delivered its billionth DVD, and began to move towards Video-
on-Demand via internet streaming, which it saw as the future of media and entertainment. DVD
sales fell from 2006 to 2011. By 2010, Netflix’s streaming business had grown to the extent that
the company shifted from being the fastest-growing customer of the USPS’s first-class mail
service to the biggest source of internet traffic in North America in the evening.
On September 18th, 2011 Netflix revealed plans to split off their DVD-rental section and rename
it Qwikster, where users would have to use a separate website to access Qwikster. This received
a negative reaction from many customers, and Reed Hastings quickly announced the cancellation
of the planned Qwikster service on October 10th of the same year.
Netflix has exclusive pay-TV deals with major and mini-major movie studios. Select titles from
Relativity Media, DreamWorks Animation, Open Road Films, FilmDistrict, The Weinstein
Company and Walt Disney Studios Motion Pictures are only available through Netflix. In 2013,
Netflix was the first company to acquire and release original content for its subscription
streaming service with the political drama House of Cards, which debuted in February 2013.
This was a landmark event because all 13 episodes of the drama were released at the same time,
reinforcing the notion that the average American TV viewer was inclined to “binge-watch”
episodes, as opposed to the traditional weekly release of a single episode. Currently, Netflix has
ten original series in its library, with Emmy and Academy Awards nominations and wins for
many of its series.
As of 2014, Netflix reported 33.1 million US subscribers, and around 44 million globally.

AMAZON PRIME
Amazon Prime is a paid subscription service offered by Amazon that gives users access to
services that would otherwise be unavailable, or cost extra, to the typical Amazon customer. This
includes free two-day delivery (one-day in some areas), rapid delivery for a fee through Prime
Now, streaming music and video, and other benefits. Amazon Prime also includes alternative
delivery methods through their service called Amazon Key and the proposed Amazon Prime Air.
In April 2018, Amazon reported that Prime had more than 100 million subscribers worldwide

Early history

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In 2005, Amazon announced the creation of Amazon Prime, a membership service offering free
two-day shipping within the contiguous United States on all eligible purchases for a flat annual
fee of $79 (equivalent to $101 in 2018), and discounted one-day shipping rates. Amazon
launched the program in Germany, Japan, and the United Kingdom in 2007; in France (as
"Amazon Premium") in 2008, in Italy in 2011, in Canada in 2013 in India in July 2016 and in
Mexico in March 2017. According to Amazon, there are now Prime members in 17 countries in
North America, Europe and Asia-Pacific.

From 2012 - 2016

Amazon Prime membership in Australia, Canada, Germany, the United Kingdom, India and the
United States also provides Amazon Video, the instant streaming of selected films and TV
programs at no additional cost. In November 2011, it was announced that Prime members had
access to the Kindle Owners' Lending Library, which allows users to borrow up to one a month
of specified popular Kindle e-books. People with an email address at an academic domain such
as .edu or .ac.uk, typically students, are eligible for Prime Student privileges, including discounts
on Prime membership.

In March 2014, Amazon increased the annual US membership fee for Amazon Prime from $79
to $99. Shortly after this change, Amazon announced Prime Music, providing unlimited, ad-free
music streaming. In November 2014, Amazon added Prime Photos, adding unlimited storage of
files deemed to be photographs in the users' Amazon Drive. Amazon began offering free same-
day delivery to Prime members in 14 United States metropolitan areas in May 2015. In April
2015, Amazon started a trial partnership with Audi and DHL in order to deliver directly into the
trunks of Audi cars, available in the Munich, Germany area to some Audi-connected car users.

Amazon announced that July 15, 2015, its 20th birthday, would be "Amazon Prime Day", with
deals for prime members similar to those on Black Friday. That month Amazon Prime
announced signed up Jeremy Clarkson, Richard Hammond, and James May, formerly of
BBC's Top Gear, to begin working on The Grand Tour, which was released in 2016. On July 13,
2016, Amazon Prime said customers placed 60 percent more orders worldwide on "Prime Day".

In December 2015, Amazon stated that "tens of millions" of people were Amazon Prime
members.[23] Amazon Prime added 3 million members during the third week of December
2015.[24] That month Amazon announced the creation of the Streaming Partners Program,[25] a

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subscription service that provides Amazon Prime subscribers with additional streaming video
services. Among the programming providers involved in the program are Showtime, Starz (with
additional content from sister network Encore), Lifetime Movie Club (containing recent original
movie titles from Lifetime Television and Lifetime Movie Network), Smithsonian Earth,
and Qello Concerts.

2016 onward

In January 2016, Amazon Prime reached 54 million members according to a report from
Consumer Intelligence Research Partners. Several reports in January 2016 said that nearly half of
all U.S. households are members of Amazon Prime.

In April 2016, Amazon announced same-day delivery would be expanded to include the areas of
Charlotte, Cincinnati, Fresno, Louisville, Milwaukee, Nashville, Central New Jersey, Raleigh,
Richmond, Sacramento, Stockton, and Tucson, bringing total coverage to 27 metro areas.

In September 2016, Amazon launched a restaurant delivery service for Prime members
in London, England, with free delivery on all orders over £15.

In September 2016, Amazon subsidiary Twitch announced features available to users with an
Amazon Prime subscription (Twitch Prime), including monthly offers of video games and add-
on content, and the ability to purchase a free subscription to a user's channel once per-month.

In December 2016, Amazon began offering Prime membership for an alternative monthly,
instead of yearly fee, of $10.99 per month, increased to $12.99 in February 2018.

In December 2016, Amazon announced Wickedly Prime, an own-brand line of food and
beverages available to Prime members.

Amazon announced , a service that lets customers try on clothes before they pay, in June 2017.

In 2017, Amazon announced the Prime Exclusive Phone program, which offers
some smartphones displaying Amazon ads on the lock screen from companies
including LG, Motorola and Nokia at a discount.

In May 2018 Amazon increased the annual US Prime membership fee from $99 to $119.

1.5 INDUSTRY PROFILE

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 Video streaming is the one-way transmission of video content over a data network. It is a
type of media streaming in which data from a video file is continuously transferred through
the Internet to a remote user. This content is sent in a compressed form via the Internet and is
displayed in real time by the viewer. While streaming, the user does not have to wait to
download it on a computer or host it to play the file. Hence, a player is needed for
uncompressing the file, which sends the audio data to the speakers and the video data to the
display.

Improving Internet infrastructure and demand for video streaming services to boost
the market
Convenience in watching the video content anytime & anywhere, increasing mobile
subscriptions & adoption of mobile connected devices, especially smartphones, and the rising
need for original content & live streaming are some of the major factors fuelling the growth
of the video streaming market. However, interruptions in streaming flow, piracy and low
bandwidth or limited streaming speed are some of the major challenges that hamper the
growth of the video streaming market.
The global video streaming market is categorized by type, by content delivery channel, by
revenue model, by industry and by region

On the basis of type, the video streaming market is segmented into video on-demand and live
video streaming. The revenue contribution from the live video streaming segment is expected
to grow at a CAGR of 18.9% during the forecast period. On the basis of content delivery
channel, the video streaming market is segmented into OTT, Pay TV and IPTV. The OTT
segment is expected to grow at a CAGR of 18.9% during the forecast period. On the basis of
revenue model, the video streaming market is segmented into subscription, pay per view,
premium purchases and advertisement-based revenue model. The subscription-based revenue
model is expected to hold approximately 51.5% of the market share in 2028.

On the basis of industry, the video streaming market is segmented into residential and
commercial industries. The commercial industry segment is further segmented as media &
entertainment, education and others. The revenue contribution from the commercial industry is
expected to grow at a CAGR of 17.1% during the forecast period, whereas the revenue

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contribution from the education segment is expected to grow at a CAGR of 19.3% during the
forecast period.

South East Asia & others of APAC and North America are expected to maintain the key
market positions in the coming years

Among the key regional markets, South East Asia and others of APAC is projected to exhibit
relatively higher growth in the global video streaming market with a CAGR of over 19.8%
during the forecast period. Revenue from the data integration software market in North
America and Europe is expected to collectively account for over 38% of the global video
streaming market revenue in 2018.

The key players reported in this study on the global video streaming market are Netflix, Inc.;
IBM Corporation; Apple Inc.; Amazon.com, Inc.; Cisco Systems, Inc.; Adobe Systems, Inc.;
Google Inc.; Roku, Inc.; Akamai Technologies, Inc. and Hulu, LLC.

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 REVIEW OF LITERATURE
 Amazon Vs Netflix: Who will win Indian battleground: international journal of
multidisciplinary research and development – volume1; issue 2; Feburary, page no-
140-142

Karan sabharwal(researvh scholar,IGNOU) says Video streaming is becoming part of our

modern daily lives, which means no domination of TV networks. Amazon and Netflix are the
two major players in the online video streaming market. Netflix has been world’s leading online
streaming network since 1997 while Amazon prime video was launched in 2006 in the US.
Subscribers can watch anytime, anywhere, on nearly all devices connected with internet-
connected. To keep pace with the competition, Amazon has introduced a number of exclusive
content deals to differentiate its service. This paper presents a case study on the comparative
analysis of the two main players and the strategies they use to capture the Indian market.

 House of Netflix: Streaming media and digital lore: Popular communication-

Feburary 2018

In this article Benjamin Burroughs (university of neveda,las vegas) focuses on the emergence
of a nascent streaming industry. The media industry studies conceptualization of “industry lore”
can be read during times of transition for media industries. Streaming lore is a re-articulation of
existing industry lore accompanying the advent of streaming technology and distribution.
Contemporary streaming acts as a site of rupture, wherein industry discourses related to digital
media are rendered visible. The article proposes three categories of emergent streaming lore and
analyzes their relation to a growing streaming media industry. These categories include (a)
Netflix as “quality” streams, (b) the algorithmic audience, and (c) cord-cutters and cord-nevers.

 TV Got Better:Netflix’s Original Programming Strategiesand Binge Viewing: media

industries journal 2.2(2015)

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Chuck Tryon’s (Fayetteville State University)this paper analyzes the promotional strategies of
Netflix, arguing that the company reinforces what Pierre Bourdieu has called the discourses of
distinction.In particular, the streaming service highlights what Tryon calls the promises of
plenitude, participation, prestige, and personalization. Netflix highlights these discourses in part
through its ongoing engagement with subscription cable channel HBO, and in part through
promotional materials such as its TV Got Better campaign, which sought to naturalize viewing
practices such as binge watching as being part of a technological and narrative cutting edge.

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RESEARCH METHODOLOGY

Research methodology refers to the specific procedures or techniques used to identify, select,
process, and analyze information about a topic. In a research paper, the
methodology section allows the reader to critically evaluate the study’s overall validity and
reliability

Research Methodology of this project is as follows:

3.1 Sources of Data Collection

The research is based on both

 Primary data

Primary data is data that is collected by a researcher from first-hand sources, using methods like
surveys, interviews, or experiments. It is collected with the research project in mind, directly
from primary sources

For collecting the primary data the survey was done through questionnaire, which was
personally and through mails given to different people and was filled

 Secondary data
For theoretical overview, secondary data was collected from different websites and research
papers.

3.2 Research Design:

A research design is a set of methods and procedures used in collecting and analyzing measures
of the variables specified in the research problem research

The methodology to be used would be a Descriptive Research Design which is a

scientific method that involves observing and describing the behavior of a subject without
influencing it in any way

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3.3 Sampling Methods:
There are two methods of selecting samples from the population:
 Non Probability sampling
Non-probability sampling is a sampling technique where the samples are gathered in a
process that does not give all the individuals in the population equal chances of being
selected.
 Probability Sampling
Probability Sampling is a sampling technique in which sample from a larger population
are chosen using a method based on the theory of probability. For a participant to be
considered as a probability sample, he/she must be selected using a random selection

In this research, I have used the first method, i.e. the Non Probability, Sampling, because of the
time constraints and also to gather as much information as possible.

 Sampling Technique:

Initially, a rough draft was prepared keeping in mind the objective of the research. A study was
done in order to know the accuracy of the Questionnaire. The final Questionnaire arrived only
after certain important changes were done. Thus my sampling came out to be convenient which
is a type of Non probability sampling.

 Sampling Unit:
The respondents who were asked to fill out questionnaires are the sampling units. These
comprise of people of the age group from 18 years till 30years.

 Sample Size:
The sample size was restricted to only 51, which comprised of mainly peoples from different
regions of DELHI
(questionnaire was sent to a lot of people out of which 51 responded properly)

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3.4 Questionnaire:
A structured questionnaire would be designed and the customer preferences and factors effecting
the customer preference would be determined using the survey and observation method.

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DATA REDUCTION, PRESENTATION & ANALYSIS

1. Preferred mode of watching shows, movies etc

Options percentage

Following on television 23.5%

Amazon prime 27.5%

Netflix 29.4%

others 19.6

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2.Awareness about video streaming website- Netflix or Amazon prime

Option percentage

Yes 96.1%

No 3.9%

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Time spent on these websites

Option Percentage

2 hours 32.4%

3 hours 19.6%

4 hours 17.6%

More than 4 hours 31.4%

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Better website in terms of content

Option percentage

Netflix 60.8%

Amazon prime 39.2%

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Ideal average subscription cost

Option Percentage

Less than 500 52%

500-1000 30%

1000-2000 12%

More than 2000 6%

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2. Better in terms of subscription cost

Options Percentage

Amazon prime 77.6%

Netflix 22.4%

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3. Which site has more Indian/regional content?

Options Percentage

Amazon prime 92%

Netflix 8%

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4. Better in terms of library size

Options Percentage

Netflix 60%

Amazon prime 40%

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5. Where amazon prime should improve

Options Percentage

Subscription cost 7.8%

Promotion 15.7%

Library size 47.1%

Downloading videos 15.7%

Original content 13.7%

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6. Where Netflix should improve

Options Percentage

Subscription cost 68.6%

Promotion 7.7%

Library size 5.8%

Downloading videos 11.8%

Original content 7.8%

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CHAPTER-5
DATA INTERPRETATION

1. What is your preferred mode of watching shows, movies etc?

The most preferred mode of watching tv shows and movies, etc is Netflix (29.4%) closely
followed by Amazon Prime, then television forecast(23.5%) and then others.

Netflix is the most popular mode among people as a result of its well formulated and
implemented strategies.

2. Are you aware of video streaming website- Netflix or Amazon prime?

About 96.1% are aware of these video streaming websites, thus it can be concluded that these
websites are emerging as a strong and efficient platform to watch movies and follow tv shows as
well as these provides a wide range of new series and shows.

3. How many hours in a day do you spend on watching Netflix or Amazon prime?

Maximum people spend 2 hours on watching Netflix and amazon prime(32.4%),closely

followed by people who spend more than 4 hours on these websites(30.4%), then people who
spend 3 hours and last people spending 4 hours(17.6%).

4. Which of the two do you think is better website in terms of original content?

According to the survey 60.8% people think that Netflix has more and better original and
exclusive content whereas 39.2% people believe that amazon prime has more exclusive content

5. On an average how much would you be willing to spend on yearly subscription?

From the abov results it can be conclude that maximum people are willing to spend less than
Rs.500 (52%). Lower the cost more attractive the subscription offer becomes.

6. Which of the two websites is better in terms of subscription cost?

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According to the survey Amazon Prime is way cheaper than Netflix. You are charged Rs 999
annually and Rs 129 monthly for Prime whereas Netflix's basic plan starts at Rs 500 and goes up
till Rs 800 per month. If you are sharing your Prime subscription with three friends then each of
you will have to pay only Rs 32.35 a month.

7. Which of the following you find more of Indian/ Bollywood content?

Amazon Prime has more regional content than Netflix. According to the survey 92% people
believe that Amazon prime has more india/regional content as compared to Netflix (8%) Tamil,
Telugu, Bangali and similar more regional movies can be found on Prime but not on Netflix.
Netflix has a rich library of international content but regional content still needs to grow.

8. Which one do you think is better in terms of library size?

Netflix (60%) is considered to have a better library size as compared to Amazon prime(40%).

However, according to various studies, it is found that if library size is considered in terms of
movies, then Amazon prime has much larger library size, but this is opposite when consider TV
shows.

9. Where do you think Amazon Prime can improve ?

Area that requires maximum attention is amazon prime’s library size, even though amazon has
recently spend huge amount content still it is not at par as compared to other sources thus in
order to improve their customer base, Netflix needs to improve its library size.

10. Where do you think Netflix can improve?

According to the survey conducted it was observed that the sector that Netflix need to review and
improve is its subscription cost. Subscription cost Netflix is comparatively higher than all the
other options, thus this is one of the factors that is turning people towards other websites as a
result of which Netflix is losing its customers.

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CHAPTER-6
SUMMARY AND CONCLUSIONS

6.1.1 swot analysis of netflix

Strengths

 Brand Name – After ten years, Netflix has become the sole brand name for online
streaming content with a share price increase of over 6000% since 2007 (Bradshaw and
Bond, 2017).
 Large customer base – Through serving 190 countries, Netflix has access to over 100
million subscribers. This strength gives the company bargaining power when in talks
with studios to secure exclusive content (Bradshaw and Bond, 2017)
 Original content – Through careful acquisitions, Netflix have secured numerous original
shows that have appealed to audiences. In 2017, two Netflix shows are so popular they
have pushed subscribers from 83m to over 100m in one quarter (Bradshaw, 2017).

Weaknesses

 Cost of original content – While its original content creates a competitive advantage for
the company, the cost continues to grow to support this content. In 2017, it is expected
for Netflix to invest $2.5bn solely on securing original content rights (Bradshaw, 2017).
 Lack of rights to original content – Unlike many traditional television studios, Netflix
does not own most of their original programming. Due to this, usually rights expire after
a year and the original content can be shown on rival services (Bradshaw, 2017)
 Environmental cost – Netflix has been ranked 'D' in terms of environmental awareness.
This has garnered bad publicity for the company as rival competitors Amazon and
Facebook use over 40% renewable energy with their services (Lewis, 2016)

Opportunities

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  Expansion into China – Difficulties with licensing has left Netflix unable to enter China
through traditional means. The company must find a 'joint-venture' to capitalise on the
500m Chinese users who currently stream media content (Russell, 2017),
 Partnerships in Europe – To meet new European laws, Netflix can partner with the BBC
and Canal Plus to gain access to a wealth of native-language European content and grow
customers in local markets (Murgia, 2017).
 Growth of technology – With the growth of VR and 4K UHD content, Netflix has new
ways to allow customers to access their content and provide further competitive
advantages (Mintel, 2016).

Region specific content- A growing market for content is foreign-language programming.

Partnerships with local-language content will curb traditional criticism that US-based streaming
services only offer English-speaking content (Mundy, 2016).

Threats

 Increased competition – Facebook is the latest to try and take on traditional media by
launching its own original content. Amazon, Hulu, HBO, YouTube are all competing for
audiences to subscribe to their platforms. For Netflix, this will continue to develop as
more companies seek to buy the latest 'original content' exclusively for their platform
(Kuchler & Bond, 2017).
 Digital piracy – For more than 30 content providers (including Netflix), piracy has led to
5.4bn downloads of media content in 2016 alone. This threatens the whole of Netflix's
business model and ability to fund content in the future (Opam, 2017).

Swot analysis of amazon prime

 Strengths – Amazon is the largest online retailer with an extending product line and
strengthening technical platform through strategic acquisitions. Amazon’s Kindle has
a strong presence among the e-reader market.
 Weaknesses – Recent patent infringement issues has worn down stakeholder’s
confidence.

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  Opportunities – With the increase in online retail sales, there is a large opportunity for
Amazon to grow their brand and their place in the online retail industry. There is a
growing emphasis on online display advertising business which can allow more
publicity for Amazon and Amazon Prime
 . Threats – Amazon is facing increasing amounts of pressure to collect sales tax on
merchandise sold through online websites. Intense competition in the e-reader market
is another increasing threat for Amazon’s Kindle. Lastly, Amazon is facing risks of
foreign exchange fluctuation (“SWOT Analysis Overview“, 2011).

FINDINGS AND RESULTS

 Amazon Prime appears to offer more cost savings, if it is acceptable to pay up front
for one year. Prime membership further offers the free shipping, free Kindle content
and more possible deals given all Amazon online shopping options. Netflix as well
as Prime present attractive catalogs. However, the Netflix catalog can change quite
frequently, and without notice, for movies and television series might be available
one day and get pulled the next.

 Netflix's monthly fee offers flexibility to join, stop the service, and re-join if it is
desired. Netflix at this time has a larger archive compared with Prime. Prime is
expanding its content selection constantly, and over time may lessen this difference.

 Amazon has invested in building the Prime Video library as the biggest any streaming
service has to offer. With over 17,000 movies on Amazon compared with less than
4,000 movies on Netflix, it is not likely that Netflix will ever be able to catch up with
the sheer size of the Amazon movie library.But if TV shows are included, Netflix has
over 100,000 titles in its library, which is comparable to that of Amazon

 Amazon allows download of videos for offline viewing. Until December 2016, Netflix
did not allow this. In December 2016, Netflix began allowing downloads of a limited
number of videos for offline viewing. In the beginning, only Netflix original series

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 were allowed to be downloaded. Netflix has said it is working on making a majority of
the content available on its platform available for download.

 Amazon Instant Video is currently available within the 50 United States and the
District of Columbia. Amazon is not available in Puerto Rico, Guam or any other U.S.
territory.Netflix is available in many countries, including the US, Canada, Mexico,
South America, the UK, Ireland, and Nordic countries (excluding Iceland). The
available content varies depending on the region

 Netflix first won critical acclaim for its original series like House of Cards and Orange
Is the New Black. It also produced a new season of the cult classic Arrested
Development. Other original Netflix series include Stranger Things, Narcos, Sacred
Games, new seasons of Black Mirror, 13 Reasons Why, Ozark, Lilyhammer, Hemlock
Grove, Bad Samaritans and Marco Polo..The most popular Amazon Prime original
series have been Transparent, The Marvelous Mrs. Maisel, The Man in the High
Castle, Jack Ryan, Sneaky Pete, Boschand The Grand Tour.

6.2 RECOMMENDATIONS

6.2.1 For Netflix

 Netflix should focus on their pricing and should work towards reducing it as this is one of
the major factors that is drawing customers away.
 Netflix india should include shows and movies in regional languages as well, this will
help them target greater customer base.
 Netflix should try and make their website more user friendly.
 Netflix should give its customers the option of downloading movies, shows etc.

6.2.2 For Amazon Prime

 Even though amazon prime has the largest library of movies but it is no match of Netflix
when it comes to TV shows, thus its should invest in this area as well
 Amazon should focus on improving their quality of content, this will attract more
customers towards it.

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 Amazon should focus on spending more money on promotional activities so that more
and more people are aware of it.

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 BIBILOGRAPHY
RESEARCH PAPERS

 House of Netflix: Streaming media and digital lore: Popular communication-

Feburary(2018)-
https://www.researchgate.net/institution/University_of_Nevada_L
as_Vegas

 Amazon Vs Netflix: Who will win Indian battleground: international journal of

multidisciplinary research and development – volume1; issue 2; Feburary, page no-
140-142
http://www.allsubjectjournal.com/download/3733/5-2-20-726.pdf

 TV Got Better:Netflix’s Original Programming Strategiesand Binge Viewing: media

industries journal 2.2(2015)
https://quod.lib.umich.edu/m/mij/15031809.0002.206/--tv-got-better-netflixs-
original-programming-strategies?rgn=main;view=fulltext

WEBSITES:

 https://scholar.google.co.in/scholar?start=10&q=netflix+vs+amazon+prime&hl=en&as_s
dt=0,5
 https://pestleanalysis.com/swot-analysis-of-amazon/
 https://www.google.com/search?ei=8A6dXM_LLabbz7sPwdaLqAw&q=swot+analysis+
of+amazon+prime&oq=swot+analysis+of+amaz&gs_l=psy-
ab.1.4.0l3j0i20i263l2j0l5.2105.4767..6671...0.0..0.198.1760.0j11......0....1..gws-
wiz.......0i71j35i39j0i22i30j0i22i10i30.8MfZ4GT1dto
 https://businessteacher.org.uk/swot/netflix.php
 https://www.google.com/search?q=netflix+vs+amazon+prime&oq=NETFLIX&aqs=chro
me.0.69i59j69i57j69i60l2j35i39j0.5202j0j8&sourceid=chrome&ie=UTF-8

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 https://www.indiatoday.in/technology/features/story/amazon-prime-vs-netflix-5-reasons-
why-it-makes-more-sense-for-indians-to-opt-for-prime-1398879-2018-11-29
 https://www.trustedreviews.com/opinion/netflix-vs-amazon-prime-instant-video-2918310
 https://www.quora.com/How-does-Amazon-Prime-Video-compare-to-Netflix-in-India

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