MIEIC_MKT_Caso 3_Netflix - MIEIC MARKETING CASO 3 Netflix Americans now watch more movies and TV programs streamed online than they watch on DVDs and

MIEIC_MKT_Caso 3_Netflix - MIEIC MARKETING CASO 3 Netflix...

This preview shows page 1 - 2 out of 2 pages.

1 MIEIC MARKETING CASO 3 Netflix Americans now watch more movies and TV programs streamed online than they watch on DVDs and Blu-ray discs. And with its rotating library of more than 60,000 titles, Netflix streams more movie and program content by far than any other video service. Netflix’s 81.5 million paid subscribers watch some 3.8 billion hours of movies and TV programs every month. A remarkable 51 percent of all Americans have streamed Netflix content during the past year. All of this comes as little surprise to avid Netflixers. But members might be startled to learn that while they are busy watching Netflix videos, Netflix is busy watching them—watching them very, very closely. Netflix tracks and analyzes heaps of customer data in excruciating detail. Then it uses the big data insights to give customers exactly what they want. Netflix knows in depth what its audience wants to watch, and it uses this knowledge to fuel recommendations to subscribers, decide what programming to offer, and even develop its own exclusive content. The company has mind-boggling access to real-time data on member viewing behavior and sentiments. Every day, Netflix tracks and parses member data on tens of millions of searches, ratings, and “plays.” Netflix’s bulging database contains every viewing detail for each individual subscriber— what shows they watch, at what time of day, on what devices, at what locations, even when they hit the pause, rewind, or fast-forward buttons during programs. Netflix supplements this already-massive database with consumer information purchased from Nielsen, Facebook, Twitter, and other sources. Finally, the company employs experts to classify each video on hundreds of characteristics, such as talent, action, tone, genre, color, volume, scenery, and many, many others. Using this rich base of big data, Netflix builds detailed subscriber profiles based on individual viewing habits and preferences. It then uses these profiles to personalize each customer’s viewing experience. According to Netflix,
Image of page 1
Image of page 2

You've reached the end of your free preview.

Want to read both pages?

  • Spring '17
  • Jane Azevedo
  • The new black, Devin Townsend, Strapping Young Lad

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes