IMDb TV Competitors: Netflix, Part 2
Netflix is continuously trying to find new ways to engage customers and this involves carrying out various tests on the platform. Overall customers seem to be satisfied with the company but there are concerns of security, being overcharged and lack of refunds. Information about its value proposition, differentiators, messaging, current advertising and customer perception can be seen below and in the spreadsheet attached.
- Netflix has promised its customers that they’ll have access to unlimited movies and TV show options that can be viewed from any location and at their convenience.
- It offers a service that does not require commitment from customers who can gain access in only three steps, with the choice of canceling their plan at any time.
- Customers are assured that their choice of service is at a set price which is low, and likely to gain more traction; their monthly plans have a price range from as little as $7.99 to $13.99.
- They have given the options for customers to gather general information about their privacy using the service from their support line staff or to make direct contact with the company’s Data Protection Officer.
- Customers are able to access unlimited programs across multiple devices including X box, PlayStation and Chromecast and can view programs on-the-go or download them to watch at a later time.
- Current customers and potential customers are able to gain the highest possible value as it relates to their privacy, because the company offers transparency and direct contact for the experts in charge of data privacy on the platform.
- The company prides itself as being supportive of self-regulatory programs for privacy such as the Digital Advertising Alliance (DAA), European Interactive Digital Advertising Alliance (EDAA) and Ad Choices: Digital Advertising Alliance of Canada (DAAC) in the U.S., Europe and Canada, respectively.
- Customers who take action to cancel their personalized subscription with Netflix will still have access to the service until the end of their billing period, regardless of how far or near that date is to the date of cancellation.
- The company is consistently updating its content library and testing different areas of the services offered as a way to maintain customer and consumer engagement with the platform. Customers can also choose whether they want to be participants in the testing process.
- Netflix considers itself to be relatable and considerate to their customers especially pertaining to the frustration associated with having to fill out forms for membership. It offers simple steps to offset this feeling and gain more confidence from their customers.
- The company describes itself as “the world’s leading streaming entertainment service”, catering to consumers who speak various languages and have different tastes in film.
- It also promises to keep customers, partners, investors and employees engaged and satisfied.
- While the company showcases both movies and TV series on its web banner, on Twitter it emphasizes its original series (e.g. The Witcher) and on Instagram it uses a lot of memes to entertain customers and relate to their experiences, while still advertising their programs.
- It uses a designated Twitter account to advertise upcoming TV series and movies, with the tagline “See What’s Next”.
Links to examples of current advertising
- Netflix is currently using various channels for advertising including social media, TV, and web banners. Links to examples of their current advertising can be found here.
- Netflix emphasizes its ability to work on multiple devices on its main page but it recently announced its inability to function on some older devices, leaving some customers dissatisfied because they will have to upgrade their hardware to “keep enjoying Netflix uninterrupted”.
- New players in the market have caused Netflix’s customers to see less value in the company’s service, which may negatively affect their subscription behavior.
- Some customers are anchored to this platform because it offers everything they need but others have grown tired of what is available there.
- The company has a 4/5 star rating for overall customer satisfaction on Consumer Affairs. Some customers have expressed satisfaction with their offering and customer service while others have complained about their accounts being hacked, airing offensive content in films and being overcharged for the service with no ability to claim a refund.
To provide information about how Netflix markets itself in the US, we examined the company’s official website and social media platforms. For additional information about current advertising we looked at databases such as Moat and iSpot.tv and for information about consumer perception we consulted customer reports/surveys and customer review sites such as Consumer Affairs.