Netflix Business Strategy

Netflix’s business strategy revolves around content acquisition, including licensing agreements and original production, coupled with a personalized user experience and global expansion. They leverage advanced streaming technology, cloud infrastructure, and data analytics to optimize content delivery. Their strategy focuses on offering a wide variety of high-quality entertainment to a global audience through a user-friendly platform.

Business StrategyDescriptionExample
Subscription-Based ModelNetflix operates on a subscription-based model, allowing users to access content for a monthly fee.Various subscription tiers offering different features, including Standard, Premium, and Basic plans.
Global ExpansionNetflix pursues aggressive global expansion, making its streaming services available in over 190 countries.Launching in new international markets to tap into a global audience.
Original Content InvestmentNetflix invests heavily in producing exclusive original content to differentiate itself and attract subscribers.Producing critically acclaimed original series like “House of Cards” and award-winning films like “Roma.”
Content Licensing AgreementsIn addition to original content, Netflix licenses content from other studios and networks to expand its content library.Licensing popular TV series and films from various studios and networks.
Data-Driven Decision-MakingNetflix relies on data analytics to inform content creation, recommendation algorithms, and user experience improvements.Analyzing user behavior and preferences to personalize content recommendations.
User Experience and InterfaceNetflix focuses on providing a seamless and user-friendly streaming experience across devices.Consistent interface design, cross-device compatibility, and easy navigation.
Content LocalizationNetflix invests in dubbing, subtitling, and local content production to cater to international audiences.Offering content in multiple languages and producing local original series in different regions.
Pricing FlexibilityNetflix offers tiered pricing plans to accommodate different budgets and preferences.Adjusting subscription prices based on factors like video quality and number of devices.
No AdvertisementsNetflix distinguishes itself by providing an ad-free streaming experience, prioritizing content over ads.No interruptive advertising during shows or films.
Offline ViewingNetflix allows users to download content for offline viewing, catering to viewers with limited internet access.Downloading TV episodes and movies to watch without an internet connection.
Technology InnovationNetflix invests in technology advancements, including streaming quality improvements and original content formats.Developing high-quality streaming algorithms and technologies like 4K Ultra HD.
Partnerships and CollaborationsNetflix collaborates with talent, production companies, and brands to create exclusive content and promotions.Partnering with renowned directors, actors, and brands for original productions and marketing campaigns.
Awards and RecognitionNetflix actively pursues awards and recognition in the entertainment industry to build prestige and credibility.Winning Emmy Awards and Academy Awards for original content.

More on Netflix Business Model

Netflix Business Model

Netflix is a subscription-based business model making money with three simple plans: basic, standard, and premium, giving access to stream series, movies, and shows. Leveraging on a streaming platform, Netflix generated over $29.6 billion in 2021, with an operating income of over $6 billion and a net income of over $5 billion. Starting in 2013, Netflix started to develop its own content under the Netflix Originals brand, which today represents the most important strategic asset for the company that, in 2022, counted almost 223 million paying members worldwide.


Binge-watching is the practice of watching TV series all at once. In a speech at the Edinburgh Television Festival in 2013, Kevin Spacey said: “If they want to binge then we should let them binge.” This new content format would be popularized by Netflix, launching its TV series all at once.


Coopetition describes a recently modern phenomenon where organizations both compete and cooperate, which is also known as cooperative competition. A recent example is how the Netflix streaming platform has been among the major customers of Amazon AWS cloud infrastructure, while Amazon Prime has been among the competitors of the Netflix Prime content platform.

Platform Expansion Theory


Netflix SWOT Analysis

Netflix is among the most popular streaming platforms, with a subscription-based business model. The brand, platform, and content are strengths. The volatility of content licensing and production are weaknesses. The streaming market is a potential blue ocean. The inability to attract and retain premium members and its fixed long-term costs threaten its business model.

Is Netflix Profitable

Netflix is a profitable company, which almost $4.5 billion in net profits in 2022, slowing down compared to over $5 billion in earnings for 2021.

Who Owns Netflix?

Netflix’s largest individual shareholder is Reed Hastings, co-founder, and CEO of the company, with a 1.7% stake, valued at over $1.8 billion in 2022. Netflix runs a subscription-based business model that generated $29.6 billion in revenues, and it had over 221 million global members in 2021. Netflix’s business model runs only premium content on its platform, driven by its Netflix Originals shows. Netflix is also building an ad-supported version.

Netflix Employees

By 2022, Netflix had 12,800 employees across the world, compared to 11,300 employees in 2021.

Netflix Subscribers

In 2022, Netflix had 230 million paid subscribers, a growth compared to the almost 222 million paid subscribers in 2021.

Netflix Revenue

Netflix generated over $31.6 billion in revenue in 2022, compared to $29.7 billion in 2021. Netflix was profitable in 2022, as it generated almost $4.5 billion in profits.

Netflix Revenue Per Subscriber

In 2022, Netflix generated over $141 per subscriber yearly, on average, compared to $140 in 2021.

Netflix Revenue Per Employee

In 2022, Netflix generated over $2.4 million in revenue per employee, compared to $2.6 million in 2021.

Netflix Subscribers Per Country

Netflix had over 74 million paying members in US & Canada, over 76 million in the EMEA region, almost 42 million in the LATAM region, and 38 million in the APAC region.

Netflix Revenue Per Subscriber In Each Geography

Netflix Average Monthly Revenue Per Subscriber
The most significant geography in terms of average monthly revenue per subscriber in 2022 was US & Canada, with $15.8, compared to $10.99 in the EMEA region and $8.50 in APAC and LATAM.

Disney vs. Netflix

In 2022, The Walt Disney Company’s total paid subscriber base was larger than Netlfix, with over 235 million paid members, compared with Netflix’s over 230 million members. However, Disney’s offering is fragmented among Disney+, ESPN+, and Hulu, compared with Netflix, which has a single offering.

Read Also: Netflix Business Model, Netflix Content Strategy, Netflix SWOT Analysis, Coopetition, Is Netflix Profitable.

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