Netflix revolutionized cinematic and television culture. It turned television into a medium that is valued as highly – both creatively and financially – as the film industry.
In its infancy, Netflix’s main competitor was a small mom-and-pop video store called Blockbuster. At the time, Blockbuster wasn’t just the ubiquitous video rental store, it was a defining part of consumer culture. Before “Netflix and chill,” friends and couples would “make it a Blockbuster night.” Blockbuster flourished in the analog era, but couldn’t keep up in the digital era (see infographic). Netflix’s streaming surface changed the game entirely.
The company was founded in 1998, but Netflix didn’t truly establish its brand until it launched original programming in 2013 with its breakout hit House of Cards. In the years since, Netflix has morphed into a cultural touchstone on a global scale.
House of Cards established a key facet of the Netflix brand: quality content creator. Netflix was the first platform to abandon the pilot-to-series construct through which TV shows are normally greenlit. The content wasn’t constrained by network censors or programming lineups. Netflix’s brand didn’t have to take into consideration advertisers or the coveted 18-49 demographic. The company’s image, identity, and personality are all tied into their relationship with the consumer.
Netflix’s content is smart. Their voice is relatable. Their vision is cutting edge.
Netflix inherently understands the digital landscape and built their brand within it, as opposed to adapting their brand to catch up with trends as they emerged. It’s no wonder Netflix has already solidified itself as Australia’s favourite brand.
Information provided by: OnlineMBAPrograms.com
