Qualitative Measures

A. Strategic Social Media Posts and Campaigns

Except the content on Netflix, to create a buzz and to attract the audience Netflix uses its social media
channels effectively to boost its engagement amongst the users in the following observed ways:
 Certain scenes from the movies or web
series were extracted that created
emotional connect with the audience.
 Posts with highest likes and engagement
came from the content that had well-known
actors.
Enola Holmes is a new movie that was about
to be released on Netflix which has some
well-known actors like Henry Cavill which
instantly lured several audiences to engage
with the post.
 Interactive posts were used where audience
had to like, share or comment on the posts
to get their views/opinions recorded.
 From the very beginning of the month
Netflix would publish a calendar which used
to keep the audience hooked to their
platform.
 To connect with the Indian Audience, short
clips and sarcastic posts from Indian movies and web series like Sacred Games, Rajma Chawal etc. were
put up on social media platforms which instantly generated likes and comments.
 On Instagram before the premiere or release of any new web series or movie, Netflix would host a live
interactive session with cast to increase engagement. During the month of September Dolly kitty, a new
movie which released
 #JustAStoryAway a new campaign was launched where renowned directors, musicians and some selected
audience got a chance to share their life stories.
 Long and text heavy posts usually had a steep decline in likes and engagement, to recover from the
drought Netflix used famous TV series (F.R.I.E.N.D.S) or movie clips (Kal Ho Naa Ho) or photos to increase
engagement.
 Twitter also attracts large audience engagement; creative and frequent tweets created a positive effect
on the content that had some negative reviews.
B. Positioning
Millennials gave a major breakthrough to Netflix. Netflix
realised the customer needs through data collection of
customer profiles and their activity on the platform.
Through customer data analytics from a database of
151 million subscribers they refined their content and
more personalised. Netflix position strategy is to
become the biggest entertainment platform and to
 compete with cable channels and other OTT platforms and through the launch of Netflix mobile
subscription plan it took a leap ahead from other platforms to create a larger customer base with Indian
customers.
C. Buzz/Virality
Netflix India launched in the year 2016 as a part of its global launch in 190 countries. It started off with a
purely Indian rooted web series, Sacred Games and it was nominated for International Emmy Awards. Then
they eventually rolled out web series which had connections with Indian real-life stories which created an
emotional connect amongst the Indians. Netflix original series also created the highest buzz among the
other contents. According to the YouGov’s annual Buzz rankings Netflix was ranked No.1. Netflix had a
customer base of 139 million in the year 2019 and grew by 8.66% to reach a base of 151 million
subscribers. This clearly suggests that Netflix has established itself as the favourite OTT platform.