Key Takeaways

  1. Rapid Changes: Consumer habits are evolving quickly, necessitating businesses to adapt their marketing strategies frequently.
  2. Long History: Despite its modern appeal, Netflix has been around for over 20 years, having been founded in 1997.
  3. Mobile Viewing: Netflix has seen an 82% increase in mobile views in the past year, influenced by widespread 5G coverage.
  4. Demographic Insights: 89% of Netflix users are aged 18-24, with a significant number between 25-39, often trendsetters within their social circles.
  5. Household Income: Netflix subscribers typically have households earning above $102,000 annually.
  6. Quality Preferences: Subscribers are inclined to spend more on higher quality products that match their desired image.
  7. Grocery Shoppers: 65% of Netflix users are the main grocery shoppers in their households.
  8. Family Dynamics: The traditional “Netflix and Chill” has shifted to more family-oriented viewing, with many users having young children.
  9. Snacking Trends: Netflix users prefer trying new snacks and are not limited to traditional movie snacks like popcorn.
  10. Targeting Strategy: To engage Netflix users, businesses should emphasize creativity and innovation in their marketing strategies.

Netflix: A Quick Overview

Every business has a rough idea of who they want to target.

No matter how prepared you are, customer habits are constantly changing. This means you need to change with them. When it comes to marketing, you may have found yourself struggling to accurately label your new target audiences.

Change is happening at a rapid rate. Attention spans change. Retention factors change.

More importantly snack preferences change, but we will dive into that later.

Many popular brands and services are gaining loyal followers, which are developing into large and dependable target audiences.

Netflix for example has not only become a verb, but it’s now a noun. It describes a very specific group of people with characteristics which appeal to businesses around the globe.

This may be surprising to many since Netflix seems like a fairly new company, but it’s actually been around for 20 years (founded in 1997).

The Netflix Effect: Starring.. the Small Screen?

Okay, so here’s where the fun part starts.

Through the steady increase of consumers purchasing more data and widespread 5G coverage, mobile users no longer fear the thought of streaming large videos.

This is a massive cultural change, which will allow you to be much more immersive in marketing to your customers. In the last year for example, Netflix has increased their mobile views by an astonishing 82%.

Netflix User/Subscriber Statistics (AU Edition)

  • 89% are likely to be 18-24 along with a large skew aged between 25-39
  • Their households average above $102,000+ per year
  • They are likely to be trendsetters and opinion leaders within their social circle
  • They are also more likely to spend more on products of higher quality, consistent to the image they wish to convey
  • 65% are likely to be the main grocery shoppers of the household
  • The traditional Netflix and Chill phase has been replaced with family night
  • 1 in 2 Netflix users/subscribers have young children under the age of 3 at home

Snack Habits

I wasn’t kidding when I said snacks were important. Nielsen knows how to compile an impressive list of data that we love to indulge in.

Percentage of Netflix Users/Subscribers who brought popular movie and TV snacks

Source: Consumer & Media View Survey 8 (October 2015 – September 2016); Homescan data for 13 weeks ended Oct. 1, 2016

As irrelevant as this portion of the article may seem towards your business (unless you’re a grocery or snack store of course), there’s a point to this beautiful graph. Netflix consumers want to be trendsetters.

Traditionally you would expect them to be snacking on popcorn, but that’s not the case. The classic potato chip is a close second, but not their highest preference.

They like to try new things, and are willing to take chances on new experiences. Remember that.

The Role of High-Quality Content in Subscriber Retention

High-quality content is pivotal in retaining subscribers, especially in the competitive landscape of streaming services like Netflix. Here’s how to ensure your content keeps viewers coming back:

  1. Deliver Consistent Quality: Consistently producing high-quality content builds trust with your audience. Ensure your videos are well-produced, visually appealing, and free from technical issues. High production values reflect a commitment to excellence that subscribers appreciate.
  2. Cater to Diverse Interests: Offering a variety of content that caters to different tastes and preferences helps keep subscribers engaged. From dramas and comedies to documentaries and reality shows, a broad content library ensures there’s something for everyone.
  3. Original Content: Original content can be a significant draw for subscribers. Unique shows, movies, or documentaries that aren’t available anywhere else can create a loyal following. Investing in original programming can differentiate your service from competitors.
  4. Regular Updates: Regularly updating your content library keeps subscribers excited and engaged. Introduce new releases, seasonal content, and special series to maintain interest. Keeping your library fresh ensures subscribers always have something new to watch.
  5. Personalized Recommendations: Use data analytics to understand viewer preferences and provide personalized content recommendations. Tailored suggestions based on past viewing habits can enhance the user experience and increase content consumption.
  6. Interactive Features: Incorporate interactive elements such as choose-your-own-adventure stories or live viewing parties. These features can create a more engaging and immersive experience, encouraging subscribers to stay connected with your service.
  7. Listen to Feedback: Pay attention to subscriber feedback and reviews. Use this input to improve your content offerings and address any issues promptly. Showing that you value subscriber opinions can foster loyalty and retention.
  8. Create a Community: Building a community around your content can enhance subscriber loyalty. Encourage discussions, fan theories, and social media engagement related to your shows and movies. A strong community can keep subscribers invested in your content and brand.

Wrapping Up

If you want to target this new Netflix demographic, then let your creativity shine through. Get their attention, and you will reap the rewards. Good luck, and snack well my friends.

Originally Posted: Burst SMS | Reference: Nielsen

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