Netflix: How it works and general 

Netflix is a global video streaming platform, allowing users to have access to thousands of contents. Founded in 1997, it is still one of the main leaders in the segment today. 

By 2025, there will be more than 250 million paying subscribers worldwide, in more than 190 different countries. To remain competitive, the group is constantly offering new content; Investments in this area are very important, with more than $20 billion. The average time spent by users on the platform exceeds 3 hours per day. 

Netflix is also a very easy platform to use, which is one of the components of its success. 

After creating an account, the user chooses his subscription, personal or family, and only must watch the content of his choice. 

It is also possible to view the content offline, without any internet connection. 

Netflix offers personalized suggestions to each user based on what has already been watched, which is an essential part of its strategy, and more specifically of the customer experience.

 

Supply and demand 

The offer

Netflix has several thousand titles in 2025, with a catalog that is enriched very frequently, especially thanks to original content. 

More than 60% of the catalog is made up of original content, which marks a real opportunity for the company, which is therefore less dependent on suppliers. 

 

The application

The demand is increasing every year. Despite very strong competition (Amazon Prime, Disney, TF1, etc.), Netflix remains one of the favorite platforms of consumers in the world thanks to its very wide choice and price. 

Emerging markets are becoming increasingly important in the group's global strategy, as the market itself tends to be quickly saturated, in France but also in Europe and in many countries. 

 

Netflix's Global Strategies

The Netflix group's global strategies will meet several criteria.

These include adapting content to regions and countries, translating all content, most of which is offered in several languages, and partnerships with various operators to make the subscription more accessible or even free for three months. This type of offer will allow the group to strengthen its position on the market. Finally, we talked earlier about the user experience, which is also reinforced by the implementation of personalized suggestions. 

 

The content 

As we said above, Netflix offers content that tends to be more extensive than what is initially offered by direct competitors. The so-called "original" content takes a very important place in the catalog, more and more important over the years, and this represents a real opportunity and strength for the platform. African series, Indian productions, all this contributes to strengthening the originality of the content offered and therefore the competitiveness of the group. 

The fact that the series and different films offer translations into multiple languages also enriches the content. Some Asian content has been known all over the world thanks to this. 

Netflix is also managing to adapt to global demand. Some countries will offer thrillers, others family dramas, others more politically oriented stories. 

 

Accessibility around the world 

Netflix offers content to its customers, based on what has already been watched, which enhances the customer experience. The viewing is smooth, the technologies used are very powerful. Previously seen episodes are deleted to make room only for those that have not yet been seen. 

Paid subscriptions are accessible worldwide, Netflix offers several of them. Some are inexpensive, and suitable for a single person, some are suitable for a more family-friendly audience. 

 

Partnerships developed by Netflix 

Netflix is developing strategic partnerships with several companies, including mobile phone operators, but also TV manufacturers. 

 

The importance of customer experience as a global strategy

As we said above, Netflix offers a real personalization strategy, which strengthens the customer experience. 

An account can have several different users, each one has its own content, without affecting the content of the others, which is very convenient. 

Content that is part of the new features is highlighted in the first part of the interface, allowing users to discover them quickly. 

To further improve the customer experience, Netflix also offers trailers to discover, always based on what has been seen before. 

Now, for a few months now, the platform has been making available to users’ games that are free, included in the subscription, and downloadable from the device's store, Android as well as IOS. Over time, the proposals are more varied and reach a wider audience. 

In addition, Netflix also has a very efficient and responsive customer service, available in various forms around the world, such as chat, phone, or email. The platform is also very active on social networks, where a community of Internet users exchange their opinions on various series and movies, which encourages consumers to watch and discover this or that content. Over time, the strategy in all countries of the world of society has been largely through this type of channel, which is now undoubtedly one of the most important in the world. An FAQ is also available, which can be helpful in case of minor problems or various problems. 

Finally, customer satisfaction also requires universal accessibility, with many options for people with disabilities, such as subtitles for the hearing impaired, audio descriptions for the visually impaired and voice menus. 

 

Concrete examples 

To better illustrate our point, let us give more concrete examples. 

Netflix offers original and local content to target a wider audience. Lupin in France or La Casa de Papel in Spain, Sacred Games for India or another example Kingdom in South Korea. 

The platform offers subtitles and translations in more than 30 different languages. 

In addition, Netflix has created several strategic partnerships depending on its country of presence. In France, the group has joined forces with Orange, in India with Jio and in Japan with Softbank, telephone and internet service operators. 

The Netflix Inclusion Report program highlights a cultural diversity that enriches the group's productions. 

Young Royals in Sweden and Blood&Water in South Africa are non-Western content, which boosts the company's notoriety.

Every year, Netflix will spend several million on content creation in international studios, in Spain, Korea or France. 

In emerging markets such as Africa, Netflix has introduced the option to try out the platform without using your credit card, to encourage consumers to try the service. 

In India, the price is very low, because the public is much more sensitive to the price issue. 

Finally, Netflix is very present at certain festivals, related to cinema such as the famous Cannes festival in particular, or the Venice festival. These presences allow it to present its content and increase its notoriety around the world. 

 

Conclusion

country global marketing strategy, which means that the platform has been able to adapt from the outset to the expectations and needs of its users in all countries of the world, with content that can vary according to the demand in a particular country. With its extensive catalog, Netflix is one of the most downloaded apps in the world, with a growing number of paying subscribers every year. 

Despite everything, the market is gradually reaching saturation and competition is becoming increasingly dense. For this reason, the group is also expanding into emerging markets, allowing it to gradually acquire new opportunities. 

The customization of the platform, considering the needs of all, allows it to meet many challenges, even if the group must continue to offer continuous innovations to maintain its position as a leader in the segment. 

 

https://businessmodelanalyst.com/netflix-marketing-strategy/

https://thebigmarketing.com/netflix-global-marketing-strategy/