How did Netflix use brand development to become a streaming leader?

1 Know your audience

Netflix started as a DVD rental service in 1997, but soon realized that its customers wanted more convenience, choice, and control over their entertainment. It pioneered the subscription model, offering unlimited rentals for a flat fee, and later introduced the online streaming option, allowing users to watch movies and shows on demand. Netflix also invested heavily in data analytics and personalization, using algorithms and feedback to tailor its recommendations and content to each user's preferences, habits, and tastes. By knowing its audience and delivering what they wanted, Netflix created a loyal and engaged customer base.

2 Create original content

As Netflix grew, it faced increasing competition from other streaming services, cable networks, and studios, who often restricted or removed their content from its platform. To differentiate itself and attract more subscribers, Netflix decided to create its own original content, starting with House of Cards in 2013. Since then, Netflix has produced hundreds of original shows and movies, covering a wide range of genres, formats, and languages. Some of its most popular and acclaimed titles include Stranger Things, The Crown, Orange is the New Black, The Irishman, and The Queen's Gambit. By creating original content, Netflix not only enhanced its brand value and reputation, but also increased its customer retention and satisfaction.

3 Expand globally

Netflix's ambition was not limited to the US market, where it faced saturation and regulation. It wanted to reach a global audience and become a truly international brand. It launched its streaming service in Canada in 2010, and then expanded to Latin America, Europe, Asia, and Africa in the following years. By 2016, Netflix was available in over 190 countries, reaching more than 130 million subscribers. To appeal to different cultures and regions, Netflix adapted its pricing, marketing, and content strategies, offering local languages, currencies, and payment options, as well as producing and acquiring more regional and diverse content. By expanding globally, Netflix increased its brand awareness and relevance, as well as its revenue and growth potential.

4 Innovate constantly

Netflix never rested on its laurels or became complacent with its success. It always looked for new ways to improve its service, product, and brand. It experimented with different formats, such as interactive shows (Black Mirror: Bandersnatch), documentaries (Tiger King), and reality shows (The Circle). It also explored new technologies, such as 4K, HDR, Dolby Atmos, and offline viewing. It also partnered with other brands, such as Samsung, Spotify, and Uber, to offer cross-promotions and integrations. It also engaged with its customers and fans through social media, podcasts, newsletters, and events. By innovating constantly, Netflix kept its brand fresh and exciting, as well as ahead of the curve and the competition.

5 Learn from mistakes

Netflix was not immune to making mistakes or facing challenges along its journey. It faced backlash and criticism for some of its decisions, such as raising its prices, splitting its DVD and streaming services, canceling popular shows, or producing controversial content. It also faced legal issues, regulatory hurdles, and cultural sensitivities in some markets. It also had to deal with cyberattacks, piracy, and fraud. However, Netflix always tried to learn from its mistakes and overcome its challenges, by listening to its customers, partners, and stakeholders, by apologizing and compensating when necessary, by adapting and changing when required, and by standing by its values and vision when appropriate. By learning from its mistakes, Netflix strengthened its brand resilience and trust, as well as its ability to recover and grow.

6 Here’s what else to consider

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