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Netflix Research Paper

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Updated: Jul 6th, 2020


Netflix is a United States’ based company that provides internet streaming media to a wide range of customers in over 40 countries across the world. The company provides on-demand internet television programs to its customers. The company was established out of the increase in the digitalization of technology and the press towards quality broadcast of television.

The company has majored in the delivery of original television shows and movies to its customers. Internet-enabled television enables the customers of the company to be in total control of the services that they receive depending on the package that they have subscribed to (Netflix, 2013).

The company has operated for 13 years. The headquarters of the company are in California where the company first staged its business. It took the company two years to begin the digital distribution of television and movies based on the subscription packages that had been established. The two years were used by Netflix to strategize and develop a firm operational ground on which its services are founded.

The company has grown through the gradual expansion of its products and services in different countries. The customer base of the company had grown to approximately 30 million subscribers as at the end of 2012, with the total revenue of the company expanding to 945 million dollars. The company has also managed to expand its market to forty countries (Netflix, 2013).

Marketing Mix

Netflix has greatly enhanced the way in which people watch movies and television shows. The company developed its product and services range through the demand for revolutionizing entertainment through the use of information and communication technology.

The other critical thing that has helped Netflix is its ability to stream original series of television programs and movies, thereby attracting a wide range of customers. The company has kept tailoring its products to an extent that its services can now be received on portable technology products like the iPhones and iPads. This is part of widening the market and taking full advantage of the diversity of digital technology to enhance business.

The company has been expanding its operations in different countries. The United States still forms part of the most productive markets for the company because of the advanced capacity of technology availability and adoption in the US.

However, the pace at which technology is adopted in other countries, patterned with the increasing demand for the products are the main enabling factors in the successful thriving of the company in the forty countries in which it has managed to stage its operations (Netflix, 2013).

Pricing is one of the main differentiating factors for the products that are offered by the company. It should be noted that the company uses low pricing as a factor for market entry. The company offers a wide range of services for its customers for a single low priced subscription that is done once per month by the customers (Netflix Website, 2013).

The company also caters for the income abilities of customers by availing contents at different prices. This is a marketing strategy that is deployed by most firms in the information technology industry (Kannan, 2013).

Netflix promotes its products through teaming with a number of well established companies that deal in the production and distribution of technology products. These companies include Samsung and Apple (Bedigian, 2013).

The main reason for utilizing such companies is that they are known in the market and their products are used as a platform on which Netflix’s products can be purchased and consumed. This backs the fact that Netflix’s products can be consumed with a wide range of digital technology products (Netflix, 2013).


Bedigian, L. (2013, May 5). . Forbes. Web.

Kannan, P. K. (2013). Designing and pricing digital content products and services: a research review. Review of Marketing Research, 10, 97-114.

e (2013). Netflix revolutionizes the way people watch TV shows and movies. Web.

Netflix. (2013). . Web.

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"Netflix." IvyPanda, 6 July 2020, ivypanda.com/essays/netflix-case-study/.

1. IvyPanda. "Netflix." July 6, 2020. https://ivypanda.com/essays/netflix-case-study/.


IvyPanda. "Netflix." July 6, 2020. https://ivypanda.com/essays/netflix-case-study/.


IvyPanda. 2020. "Netflix." July 6, 2020. https://ivypanda.com/essays/netflix-case-study/.


IvyPanda. (2020) 'Netflix'. 6 July.

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