Heading into mid-2020, Netflix was demonstrating significant competitive muscle in attracting millions of new subscribers across the world to its service for streamed internet content, despite the entry of formidable new competitors. Then in the first six months of 2020, spurred by widespread business closures and shelter-in-place orders mandated by governments to contain the spread of the COVID-19 pandemic that greatly increased the time many families spent at home, Netflix added a record number of new paid subscribers. To counter the now-stronger competition from an assortment of new streamed entertainment providers, Netflix was continuing to increase its releases of new original content and strengthen its marketing efforts to grow its user base in high-opportunity country markets.
How strong are the competitive forces in the rapidly evolving global market for streamed video content?
What is Netflix’s strategy? What type of competitive advantage is Netflix trying to achieve?
Thinking about global strategy and competition, what recommendations would you make to Netflix management?
