• International Journal of Internet, Broadcasting and Communication
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• v.14 no.3
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• pp.40-50
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• 2022

The purpose of this study is to prove the global OTT, Netflix's organizational resilience (OR). For this, we review previous literatures regarding Netflix's OR and the theoretical logic of the OR. Then, we investigate Netflix's organizational culture (OC), corporate structure and business strategies based on the five levers of the OR. As a result, the first lever, the coordination makes Netflix to get rid of the inner wall by creating Netflix terms like 'sunshining,' and 'postmortem,' which makes their employees extraordinarily candid with each other. The second lever, the cooperation provides employees with understanding customers by sharing company and service information openly and broadly through transparent board system, billboard advertising, etc. The third lever, the clout allows Netflix to encourage independent decision-making by their employees. Netflix customers are under scrutiny and served 24/7 via live chat or phone by supporting a high-performance workplace. The fourth lever, the capabilities are related to Netflix's keeping highly effective people and it establishes a culture of highly motivated employees. The "dream team" policy is run by what is known as the "keeper test." The last lever, the connections make Netflix to forge external strategic partnership to stay agile. There is no rule for partnering with key content producers by allowing creative freedom to them.

• Smart Media Journal
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• v.12 no.6
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• pp.27-34
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• 2023

As Netflix usage has increased due to the COVID-19 pandemic, users' experiences with the service have also increased. Therefore, this study aims to conduct topic modeling analysis based on Netflix review data to explore the changes in Netflix user experience and service before and after the COVID-19 pandemic. We collected Netflix app review data from the Google Play Store using the Google Play Scraper library, and used topic modeling to examine keyword differences between app reviews before and after the pandemic. The analysis revealed four main topics: Netflix app features, Netflix content, Netflix service usage, and Netflix overall reviews. After the pandemic, when user experience increased, users tended to use more diverse and detailed keywords in their reviews. By using Netflix review data to analyze users' opinions, this study shows the changes in user experience of Netflix services before and after the pandemic, which can be used as a guide to strengthen competitiveness in the competitive OTT market.

• Electronics and Telecommunications Trends
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• v.30 no.6
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• pp.99-108
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• 2015

콘텐츠 유통시장의 변화 움직임을 수요, 공급, 기술의 세 가지 측면에서 살펴보고 방송 선진국인 미국의 온라인 비디오사업자 '빅 3'의 비즈니스 모델을 비교 설명한다. 이어서 본론에서는 Netflix의 경영전략을 콘텐츠 확보전략과 해외시장 경영전략으로 나누어 조사해 본다. 그 결과 오리지널 콘텐츠 확보능력과 해외시장의 가입자 증가가 Netflix의 주요 핵심역량인 것으로 나타났다. 이를 통해 알아낸 사실은 다음과 같다. 첫째 Netflix의 성장 추진동력은 그들이 제공하는 서비스, 콘텐츠, 마케팅이며, 기술적으로는 인터넷망의 발전과 디바이스의 진보에 힘입은 바 크며 둘째, Netflix의 성장을 저해하는 요소는 시장포화, 서비스를 개선하는 경쟁사업자의 증가이며, 셋째 사람들은 재미있는 콘텐츠를 찾아 끊임없이 움직일 것이므로 Netflix를 포함한 온라인 콘텐츠 유통시장에서는 격심한 경쟁이 예상됨을 알 수 있다.

• International journal of advanced smart convergence
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• v.10 no.1
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• pp.62-74
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• 2021

We compare Over-the-Tops (OTTs), Netflix and Amazon Prime Video (APV) with five success factors of innovation. Firstly, Netflix offers better personalized service than APV, because APV has collaborative filtering algorithms to recommend safe bets, not the customers really want. Secondly, APV' user interface is undercooked to lock the members in, even if it has more content and better price offer than Netflix retaining its loyal customers despite the price increase. Thirdly, Netflix has simple subscription model with three tiering, but APV has complicated pricing model having annual and monthly, APV and Prime Video (AV) app, Amazon subscription and extra payment of Amazon Prime Channels (APCs). Fourthly, Amazon has fewer partnership than Netflix especially when it comes to local TV series. Instead, Amazon has live TV channel collaboration including sports content. Lastly, both have strategic and operational agility in their organization well.

• International Journal of Contents
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• v.18 no.1
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• pp.65-75
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• 2022

This study aims to reveal the various differences within the factors that influence use satisfaction, continuous use intention, and media substitution intention, specifically in regard to the use motives and use behaviors of Netflix viewers. This study's results demonstrate that the following various factors affected use satisfaction, continuous use intention, and media substitution intention in differential ways. Firstly, the diversity of content influenced use satisfaction to a greater degree than social relations; and the diversity of content, social relations, and active participation all positively influenced continuous use intention. In other words, the more positively users appreciated the diversity of content, and the more strongly they had social relations, and the more actively they participated within communities, the greater degree to which they increased their continuous use intention for Netflix. However, the diversity of content and the convenience of use also had a negative effect on the media substitution intention for Netflix, which means that the more diverse the content and the more convenient the use of Netflix, the fewer the number of users who intended to cancel Netflix and subscribe to another OTT service or resubscribe to traditional media sources.

• International Journal of Contents
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• v.17 no.2
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• pp.1-8
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• 2021

Online streaming wars are intensifying. Netflix is known as the market leader in the streaming business. However, since 2019, Netflix has been losing subscribers in the United States and is at a turning point where it needs to reassess its current position in the market. While Netflix is losing dominance, rivals Amazon Prime and Hulu continue to gain market shares. Studies from Deloitte and PricewaterhouseCoopers indicated a new shift in the streaming landscape caused by the abundance of streaming options and rising subscription costs. Recent surveys showed that consumers are excited about new streaming services, such as Disney +. Nearly two-thirds of consumers intend to terminate or downgrade one or more of their current subscriptions to make room for a new service. Moreover, it seems that consumers want ad-supported options. In Deloitte's latest Digital Media Trends survey, 65% responded that they would watch ads to eliminate or reduce subscription costs. Seventy percent of Hulu's subscribers choose its lower-priced ad-supported plan. NBC recently launched its own streaming service, Peacock, with a free ad-supported option. This opposes Netflix's brand identity of "no ads" and premium differentiation. With increasing pressure from competition and the growing risk of subscriber loss, Netflix needs to diversify its price plans. The company could try implementing the lower-priced mobile-only plan they are currently testing or plan to test in other regions. Netflix should also consider features or benefits for loyal subscribers to maintain a stronger consumer base.

• Journal of Internet Computing and Services
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• v.18 no.6
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• pp.127-136
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• 2017

The strategy that using data collection from Netflix uses for its services is different from traditional human interaction and the communication, and it is represented by the systematic algorithm that rooted from intelligent information system based on the human interaction and communication. These characteristics allowed the study to reflect the influence of 'Asset specificity' which affects the continuous consumption of the media services of Netflix users through economic psychological analysis based on transactional cost economics. The result from the survey on actual Netflix users, three types of specificity (Space specificity, time specificity, relational specificity) reduced perceived searching cost whereas perceived instrumentality has increased, eventually reinforces the commitment to the service. This implies that the service characteristics of Netflix, trying to communicate with the individuals based on intelligent information system are distinct from the existing platform services and it gives the significance of work very effective for user's continuous consumption of the media services.

• International Journal of Advanced Culture Technology
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• v.10 no.1
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• pp.47-54
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• 2022

We analyze and compare the structure of the networks of Netflix, Disney+, and OCN, which are forerunners in OTT market, on Twitter. This study employs NodeXL pro as a visualization software package for social network analysis. As a result of the comparison with values of Vertices, Connected Components, Average Geodesic Distance, Average Betweenness Centrality, and Average Closeness Centrality. Netflix has comparative advantages at Vertices, Connected Components, and Average Closeness Centrality, OCN at Average Geodesic Distance, and Disney+ at Average Betweenness Centrality. Netflix has a more appropriate social network for influencer marketing than Disney+ and OCN. Based on the analysis results, the purpose of this study is to explain the structural differences in the social networks of Netflix, Disney+, and OCN in terms of influencer marketing.

• Journal of Industrial Convergence
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• v.18 no.5
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• pp.36-41
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• 2020

This paper aims to explore and shed light on how the rise of streaming services has been affecting the media landscape in the recent years by looking at the conflicts between the Hollywood film industry and Netflix. It especially examines Netflix's disregard for the theatrical release, as it is the most portentous issue that could reshape the film industry, and Hollywood's opposition to it as revealed through the 2019 Academy Awards where the issue was brought into sharp relief. At the same time, this paper also questions whether theatrical distribution makes a film any more cinematic by examining how Hollywood film production has been largely concentrated on tentpoles and franchises, while Netflix has been producing diverse films often shunned by the studios. In this light, it concludes the changes wrought by Netflix, including its bypassing of the theatrical release, are not likely to be reversed.

• Journal of Distribution Science
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• v.19 no.1
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• pp.89-103
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• 2021

Purpose: This study is to explore how Netflix Customers' Engagement was influenced by Instagram Content, Perceived Price, Exclusivity, and Motivation in the context of Media Streaming and the role of Willingness to Subscribe as the mediating variable. This study underlines millennial's willingness to engage and the form of engagement. Research design, data, and methodology: The data for this research were collected from 100 Netflix's Millennials subscribers who follow @netflixid Instagram. All the results were analyzed and verified using SEM-PLS. Results: Research findings indicated that Willingness to Subscribe, Exclusivity, Motivation, and Instagram Content positively influenced Customer Engagement among Netflix millennials' subscribers. In contrast, Perceived Price had a negative effect on Customer Engagement. Conclusions: As a consequence, the exclusivity that Netflix offers to its audience by a recommendation algorithm has been proven to increase the engagement. This study also disclosed that the most definite form of positive engagement shown by Netflix millennials' subscribers is a behavioral aspect, where they positively recommend Netflix (word of mouth). The study findings can be a reference for the media streaming industry in their efforts to strengthen the engagement with their customers, especially the millennials, and provide knowledge about consumer behavior in digital technology.