Make 'em LaughĪ good example was the marketing campaign for ‘A Futile and Stupid Gesture’, a Netflix original movie about the co-creator of American comedy powerhouse National Lampoon. Moreover, by developing an ever-growing range of high-quality original content, the brand provides itself with a seemingly infinite wealth of creative content marketing opportunities to develop and deliver across channels. Not only does the Bandersnatch viewing model give viewers the autonomy to shape the narrative before them, but this intricate web of interactions offers the brand an extra layer of data-driven insight that will provide the fuel needed to continue evolving their content creation and personalization efforts. The highly-original 'choose your own adventure' narrative was generally well-received by critics and subscribers and was said to be the start of a new wave of highly-personalized immersive content that is likely to further boost its subscribership in the not so distant future.
Taking this notion to another level, Netflix has showcased its commitment to innovation in 2019 with the successful launch of Bandersnatch an interactive Netflix original film loosely based on its series Black Mirror. And as a pioneer in its field, the platform’s functionality improves and evolves on a continual basis, offering its subscribers precisely tailored viewing recommendations based on their specific interests, preferences and viewing history. It’s no secret that Netflix’s ongoing commitment to creating a highly-personalized user experience is one of the primary catalysts of the brand’s exponential growth.
Given its continued success (and unrivalled commercial domination), we thought it would be worth revisiting this most influential of entertainment brands as well as looking at the drivers of its ongoing growth and evolution. 2020 was a spectacularly successful year for Netflix, as it increased its subscriber to 180 million worldwide, and by the end of the year it had become more valuable than Disney. In our detailed case study we studied the superior marketing and branding capabilities of this highly-subscribed subscription video on demand (SVoD) service. In this age of immersive digital entertainment there are few more dominating forces than Netflix.
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