Proposed Marketing Strategy to Increase the Paid Subscription for Netflix
| Main Authors: | Winarto, Albert; School of Business and Management, Institut Teknologi Bandung, Wulandari, Nuri; School of Business and Management, Institut Teknologi Bandung |
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| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Proceedings of International Conference on Management in Emerging Markets (ICMEM) SBM ITB
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4768 https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4768/1655 |
Daftar Isi:
- The Covid-19 pandemic in the year 2020 has forced many people in various countries including Indonesia to stay at home to prevent more patients from becoming infected. For entertainment during this pandemic time, many people choose the streaming services and one of the most popular streaming services is the Netflix platform. The growth of Subscription Video on Demand (SVoD) in Indonesia as the market with the largest population in Asia after China and India is indeed promising. Netflix currently has 850,000 paid users in Indonesia. From the total population of productive age, Indonesia will still be a large and promising target market for Netflix. This study aims to analyses the subscription video on demand trends in the Indonesian market and to provide recommendations for Netflix on their marketing strategies to reach more subscribers. The author proposed some marketing strategies solution by diversifying and always add new contents, add local contents, partnership with local production house/telecom providers/e-wallet/e-commerce, offering variety of subscription package, establish a representative office, promote the watch party feature and simplify registration process. Keywords: Marketing Strategy, Netflix, Subscription, Video on Demand, Contents