Success stories (Unit 24: D1)
D1 (U24): Discuss how successful media concepts have been positively exploited across multiple media industries.
Netflix
Source - (Netflix Home page)
Netflix is a streaming service which people pay a set amount per month for a subscription which allows them to have acces to a wide range of TV series and movies that Netflix have the rights to stream. This streaming service is accesible on pretty much any kind of device and is usable anywhere. Netflix is a company which operates on a global scale. This means they have streaming softwares in a wide range of countries. However based on which country the service is in, Netflix will show different TV Shows and films based on what is suitable for the selected country.
This service for the normal subscription costs roughly £7 a month for the basic subscription and has HD viewing, as well as this you can only watch Netflix on two devices, whereas the premium subscription costs £12 a month and this allows you access to Ultra HD viewing as well as the ability to view Netflix on 4 different devices.
Source (https://www.businessofapps.com/data/netflix-statistics/)
It was previously recorded in the last 10 years Netflix have increased their subscriber count from 21 million in 2010 to the latest recorded date in 2020 of 182 million subscribers. This has likely had a signficant impact due to the amount of variety of TV shows and films Netflix has gained overtime. This variety in films has created a wide range of openings for lots of new audiences to be incentiviced to get a subscription with Netflix to watch their favourite shows. This implies and is shown on the presented graph that slowly overtime more and more people became appealed to what Netflix were adding for their options of shows. Netflix is also seen as one of the most easily accesible services due to the wide amounts of devices that it can be used upon. This includes phones, laptops, computers etc. The usage of 4G has also been accounted for as it allows people to watch Netflix whiles they arent home compared to wifi which requires you to stay at home if you wanted to watch Netflix. Using 4G also gave Netflix a significant subscriber increase.
Netflix is available on almost all platforms and devices, this is due to Technological convergence. Technological convergence has allowed Netflix to be viewed from a wide range of devices such as mobile phones, laptops, computers, TV's, Tablets and even consoles such as the Xbox. Because of this, the target audience for Netflix is extremely wide and is literally available to everyone. This means that it is easily one of the most accesible services out there for streaming and watching shows. This also means there is pretty much always a way to view / access it even when your not at home due to 4G. One thing that is usually overlooked is the premium package for Netlfix. People may not realise it but there is something extremely significant about how many devices are able to be used in this package. Typically a family on average has about 4 people alltogether. This is signficant in the planning that Netflix have gone through with how many people can watch on each package. This implies that typically families will end up purchasing the premium package due to the amount of people in their family it just makes sense to. As well as this typically in a home the average amount of devices a household owns is around 11. This means that with a typical family each individual will likely want their own privacy to watch what they want to.
Source - (https://www.youtube.com/watch?v=Pg4RRG7v8ew)
Netflix over the years has become one of the most succesfsful Streaming services ever. Due to the significant increase in Netflix, it is evident to state that there would have been a drop in other services that are used for streaming. One great example of this is Blockbuster. This is because, slowly overtime as Netflix begun to come on the rise, it slowly but surely took customers away from businesses like Blockbusters who were simply selling products that were becoming out of date and obselite. This includes CD'S DVD's etc. Blockbuster also had a rule of where if you took it from the store it was something that had to be returned so you could only rent the films not purchase. However in contrast to this, Netflix recognised the mistakes that Blockbusters made and created a high quality streeaming service which provided unlimited amounts of films that you could watch anywhere at anytime and would end up paying much less in comparisson to Blockbusters. For this reason, Blockbusters completly fell in sales and revenue whereas Netflix took advantage of this and triumphed in their endeavours which lead to such a significant increase in sales, reputation, awareness and overall revenue.
The content that is available on Netlix includes a wide range of variety. This includes Netflix Original movies and series as well as content they have bought to be able to show and stream on the platform. They have a wide range of different sections available to people as well. This includes a giant section just for kids. Having this selection of different genres also allows for a more structured navigation of the streaming platforms so that people can simply sort the shows and films by what their preferences are and then enjoy what they want to watch. One thing that is significant is also with the addition of the Premium subscribtion of Netflix comes the availability to use 4 different devices. This implements the usage of the uses and gratifications theory of social interaction / word of mouth and this therefore allows for family and friends to be able to share shows and films which they can watch together. As well as the usage of word of mouth, Netflix implements the usage of print advertisements on things such as buses and billboards that are big and easy to spot. Using these advertisements allows Netflix to advertise their brand and shows that are new to Netflix to create awareness. This is known as above the line advertising and is useful as when people are doing their normal day to day enquiries they will start to notice the advertisements due to their size making them stand out and allowing mass promotion to the general public.
Netflix also have the additional advertising through their social media pages. Typically social media pages are used to target teengers and children as they stereotypically use social media the most as its online and easy to understand for their generation. Social media for Netflix is a really good way to be able to advertise new shows that are releasing on Netflix soon and new films as well.
This is important as typically on social media most people using social media are active audiences. This means that they will talk about the shows that have been announced and will then create lots of conversations. Doing this creates hype for when the show releases and more awareness which is exactly what Netflix want. Netflix also need a way to promote to the older generations, typically this can be done through newspapers as something that is show to have films such as documentaries to target older ages, as well as this radio ads are used to be able to create awareness to older individuals who use the radio. Using all these advertisements, Netflix is able to advertise itself to its entire demographic.
Smart TV's have had a signficant impact on Netflix as not only can they watch Netflix on their laptops, phones and tablets, they can watch in on the big screen on their Smart TV's. This is because Smart TV's have the option to watch Netflix on them. This means that there will be more people watching on Smart TV's as there are many who find it worse to watch on a laptop or on their phone as it is uncomfortable therefore having Smart TV's are great and they can watch all their favourite programmes in relaxation. On top of this, one of the specific ways Netflix has had an impact on the industry as we know it is by allowing the option for watchers to be able to see their favourite shows and films not only through their Smart TV's but also through laptops, computers, tablets and many more! By creating this universal option to watch Netflix, the company has been able to succesfully create a wide range of cross-promotional media for their product. This has given them significant amounts of awareness to their brand and products for being more known to be reliable and easy to use. As a result of this, Netflix has also gained a significant increase in users who have started watching shows on their platform. Whiles this may be true that you can view netflix on a range of online platforms. Arguably there was a wide range of devices that were being missed out on and therefore a potential older audience of people. Therefore Netflix slowly but surely also made it possible for their platform to be accesible on Blue ray and DVD as well as on gaming consoles to create more convinience for kids. This means that there are a range of other devices that can be used in conjunction with Netflix's streaming platform.
Netflix uses Celebrity endoresement in order for them to efficiently be able to promote their new shows and films. An example of this is one of the series of the show Black Mirror where Miley Cyrus was used as one of the main characters within the show. As well as this they also used one of her new albums within the promotions and in the show as part of their way of drawing in the attention of fans. As well as this they used her social media pages in order to promote the shown and bring in more fans. This is significantly impactful as because Netflix already has a huge fan base, by bringing on a celebrity who is well known, you are also bringing in their fans which can be seen as a new target audience. This is therefore mean more streams of the show and therefore more sales and revenue incomes.
Netflix uses a variety of ways to tailor its content for each individual user. This is done by the user data base being researched through Netflix and allows for Netflix to filter each individul users experiences based on shows they have watched or are currently watching. Recommendations may pop up such as the "Newly added" or "You'll probably like one of these" will show depending on the shows and films you have watched. Using this algorithm Netflix's services will be able to determine what shows best fit your appeal and films.
The usage of targeted content via age gender and ethnicity allows for audiences to find more specific and aimed at shows and films for them to enjoy. For example, typically if there is a childrens netflix profile set up on their platform Netflix will aim to suggest and show a wide variety of young and wacky cartoon shows for the children to be able to view and watch as this helps to promote the shows and specifically targets the correct audiences. Where as with older audiences around 30+ typically you will see shows that are documentaries that hold significant information on things such as nature and the wildlife of our world to give lots of information. Using targeted content overall allows for individuals to therefore find the most appropriate and relevant shows and films to appeal to them.
Another unique and handy function of the Netflix service / platform is the function to be able to download shows and videos. By having this option you are allowing your users the option to be able to save their favourite shows and films to watch incase lets say they were to take a long trip on holiday they can always watch on of the shows they downloaded. Or if the show is set to be taken down soon you can also download the show as you wont lose it and therefore it creates convenience and appeal to a wide viewer base of people. By Netfllix having the download function they are enabling themselves to more people as there will be a significant increase in convinience to watch shows and films and therefore sell their product.
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