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Netflix Case Study @2

The document summarizes key issues facing streaming services in expanding to the Indian market, including price sensitivity of Indian consumers, lack of local content, competition from existing Indian OTT services, poor internet connectivity, piracy, lack of customization for local markets, and government content regulations. It then provides recommendations for solutions such as competitive pricing and offers, partnerships for regional content, strict anti-piracy enforcement, gradual focused expansion, and best practices from Netflix including flexible bandwidth, commercial-free services, and supporting quality original content.

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Ishan Maheshwari
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170 views6 pages

Netflix Case Study @2

The document summarizes key issues facing streaming services in expanding to the Indian market, including price sensitivity of Indian consumers, lack of local content, competition from existing Indian OTT services, poor internet connectivity, piracy, lack of customization for local markets, and government content regulations. It then provides recommendations for solutions such as competitive pricing and offers, partnerships for regional content, strict anti-piracy enforcement, gradual focused expansion, and best practices from Netflix including flexible bandwidth, commercial-free services, and supporting quality original content.

Uploaded by

Ishan Maheshwari
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Case Study by:-

Ishan Mohta
Ayush Jaiswal
KEY ISSUES
Asian and Indian perspective

• Price: Indian consumers are not habitual to paying for content online. Expensive in
comparison to cable networks, opposite trend to American market

• No local content: With only 6-7 % of Indian households watching English content
generating customized content is necessary

• OTT service by major players: Content generators like Zee, Sony and Star have
existing OTT services over Ditto, Sony Liv and Hotstar

• Internet connectivity and coverage: India ranks 115th in average net connection
speed
• Piracy: Availability of paid content for free over sites like fmovies, 123 movies and
torrents

• Business strategy: Expansion in 130 countries without proper research and


implementation of local customization

• Regulatory restriction by Govt.: Countries like Indonesia censor online content for
violence and adult content
Solutions
• Competitive pricing with regular attractive offers
– Registration shouldn't require credit/debit card details
– Free lifetime access to limited regional content
• Tie up with local media houses for regional content
– Garner upcoming content creaters and provide them with a platform
• Enter markets with strict anti piracy laws
• Gradual step by step focused expansion in select regions
– Deep research and enhanced regional tie ups
– Better share prices
Best Practices
• Flexible Bandwidth
– The video streaming service automatically adapts to the user’s data plan and meet the
available bandwidth
• Commercial Free
– Netflix has maintained its stance of keeping its services advertisement free even in its
expansion strategy
• Pioneer in quality content
– Netflix is making quality content a standard in the VOD market by supporting original
content creation
THA KS

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