The 21st century has brought an overhaul on how processes are completed worldwide. Today, contemporary boast of accessing information seamlessly. Furthermore, getting entertained is more thrilling because of the entry of internet-based televisions such as Netflix. Netflix has succeeded in altering viewing trends and practices. However, contemporaries are still spoilt for choices due to the entry of several internet-based televisions. This revelation then creates an allowance to analyze the role that branding plays on digital services. In particular, what is a TV brand's identity? How does brand identity help in promoting viewership? Apart from these pressing questions, the challenges that TV brands face are also debatable. This paper argues that Netflix TV branding is unique and has been changing over the years. As much as Netflix has made considerable success, it still faces some challenges that this paper purposes of exploring in in-depth.
Indeed, Netflix presents itself as a unique company television. This uniqueness has been necessitated as Netflix employs several selling strategies often defined by different viewers' needs (Wayne). Only, it presents itself as a portal where all viewers can find their wide range of content, which matches their tastes. This way, Netflix has managed to brand itself, enabling it to outdo competitors such as Amazon.
Netflix does not use ads to promote its services. However, it partners with other brands such as Coca-cola in a number of non-traditional ways to survive. For example, since Coca-cola is a global franchise brand that is leading on the market, Netflix has programs that advertise these Coca-Cola products. Since it is a brand that offers many audiences products, it means that it is this same Audience that chooses to consume services provided by Netflix. In the end, the Audience gets to know about Netflix, which in return chooser to consume its services.
Since the contemporary world is colonized by digitalization, with millennials as the primary age group associated with content offered, it is undoubtedly that the envisioned an Audience for Netflix is the youths. This age group has a passion for entertainment, learning programs, fashion programs, game features, and other information concerning the current world. To satisfy their needs, it is ideal for providing services that are coupled with their different tastes (Havens). Netflix is one of the brands associated with offering this content, implying that their envisioned Audience is the youths.
Since the envisioned Audience for Netflix is the youths, the brand has ensured that many programs are promote learning, entertainment-based, fashion designs oriented, and other features that interest the youths. However, to keep the Audience engaged, Netflix adopts individual shows to bring in many niche audiences (Wayne). Here, actors that are brought in are usually youths. These youth actors provide programs that touch matters affecting their counterparts at different parts, be it at the institution level and any other environment. This individual approach show attracts the Audience as their issues are represented by their own, thus keeping them engaged in the program.
Netflix presents itself as unique in different ways. For instance, it provides its Audience with personal shows content. This provision of personal show content is unique in that not all other TV brands such as Amazon prioritize this approach as their sell strategy (Akass and Janet). Also, actors discuss real issues experienced, especially by youths in the society. These strategies keep the Audience engaged, which is crucial in the survival of the brand.
Challenges are inevitable in the business industry. It is not to surprising to note that Netflix is facing challenges. For instance, during expanding its library with licensed content, it was logged in a conflict with cable television networks. This conflict became public, adversely affecting some of its popular shows. For instance, after Netflix outbid several major cable networks such as HBO for Media rights capital drama series House of cards, SVOD lost streaming rights to showtime such as Dexter (Wayne). These wrangles contributed to Netflix not renewing the contract with the network subscriber-supported referred to as Starz. The expansion of its network was the leading cause of the conflict.
Netflix has proved to be a TV brand worth reckoning with. Its effectiveness is manifested from the ideal approaches it interacts with its customers and the unique content it offers. It has created a sort of connection with the customers, especially the young generations who make up most of its viewers. From a personal standpoint, I feel that Netflix has more to offer apart from unique content. It is more likely to change TV programs and modes of disseminating the same. Therefore, with the surging urge of people to consume information from the internet, I see Netflix gaining more sales from people, especially the youths who are ever tied to the internet.
Akass, Kim, and Janet McCabe. "HBO and the aristocracy of contemporary TV culture: affiliations
and legitimatizing television culture, post-2007."(2018).
Havens, Timothy. "Netflix: Streaming channel brands as global meaning systems." From networks to
Netflix: A guide to changing channels (2018).
Wayne, Michael L. "Netflix, Amazon, and branded television content in subscription video on-demand
portals." Media, Culture & Society 40.5 (2018).
Truth. I was surprised at the phenomenal ratio of good content I got with HBO go. Whereas netflix has a lot of shit content you have to sift through to find good stuff. For every queen's gambit there are like 10 really crappy shows.
What I find interesting is their business model is not one that is trying to turn a profit, but just driving for views, and then building profit in the long run, sometime in the future. That potentially gives them the edge in their branding, as you've said in your piece.
Netflix is undoubtedly an innovative brand, practically establishing the gold standard for a media streaming service, however, I think the motion toward all original content is a bit too bold. Netflix's vast library of titles was the main attraction for binging audiences. Cutting key titles like 'The Office' (I had to mention it) may prove to be a big mistake. The company could be overvaluing their original content and leaving a huge market wide open for other streaming platforms to sweep up. The same mistake was made by YouTube, plaguing their free service with adds and desperately trying to peddle YT originals that don't attract nearly as much attention as they are supposed to. I'd hate to see Netflix fall…
In 2020 we especially saw the ways that Netflix dominates pop culture. The fact that they only started producing original content a few years ago and already have multiple top-tier awards under their belt speaks to their potential. They branch across so many different styles and types of content. From documentaries to kid shows to movies to dramas, Netflix's brand name attracts a wide variety of audiences. They have paved the way for other platforms such as Hulu, HBO Go, and Amazon Prime, and they have forever changed the way we consumer media.
Reading this article, I was reminded of the Netflix origin story. Once Reed Hastings discovered CD’s, the first thing he did was mail one in a regular envelope, just to see if it would work. Only then did the founders get to work on planning the details of Netflix’s business model. One thing I respect about Netflix is that they truly have something for everyone. I know my Dad was a bit irritated recently to see the subscription price increase recently, but it is understandable considering they’ve practically replaced regular television. Although in the future, I’m excited to switch to a decentralized streaming service that doesn’t gatekeep anti-institutional narratives such as M.I.A’s recent political documentary.