Netflix: An In-Depth Study of their Proactive & Adaptive Strategies to Drive Growth and Deal with Issues of Net-Neutrality & Digital Equity

Abstract

Netflix has been on the rise since its beginning in 1997, when one sees it from a distant perspective. However, a close analysis of its unique strategies shows that the company faced several small and big challenges in its growth journey, some of which, had the potential to throw the company away permanently from the market itself. Nevertheless, it responded tactically to all such issues, many of them being dealt in preventive and pro-active manner; while other cases being dealt with quick reactions, essentially faster than any other competitors. This report is a study of many such issues that the company faced, since its beginning till recently, when it almost conquered the whole world, after establishing its feet in China as well, in collaboration with the service provider Baidu. The report also entails some unique strategies that the company followed while continuously and marginally changing its business model, which would seldom be possible in a brick-mortar economy. As such, the company made use of its deeper understanding of how markets react in an internet economy. Effort has been made to throw some light on the way the company has dealt the issues of digital discrimination allegations against it, and also its stance on net neutrality. Finally, some of the challenges and opportunities that the company has encountered recently, including the lawsuits has been touched upon, presenting the company’s as well as outsider media’s view on those, and has been concluded with potential problems and future aspects