Analysis of Netflix's Strategy and Innovation in a Global Context Based on BCG Matrix

Abstract

In the digital age, streaming is an emerging form of media expression that plays an integral role in mass entertainment due to its accessibility, convenience, and rich content catalog. Netflix, a leader in the streaming industry, has been innovative in its short 20+ year history of catering to market development and is typical in analyzing the streaming market. While there is no shortage of literature on Netflix, the content is often limited to case studies in specific geographical areas. This paper aims to analyze Netflix's strategy in a global context based on BCG Matrix and provide suggestions for Netflix's development in the post-epidemic era. The study finds that big data and the precise identification of "problem markets" have been key to Netflix's past success. The paper notes that Netflix needs to stabilize its global position by expanding quality content and feature innovation to achieve high levels of existing subscriber loyalty and expand its global subscriber base. The study finds that the economic instability caused by the epidemic triggered Netflix's first subscriber loss after raising subscription prices. This paper suggests that Netflix extends the retention of existing subscribers and attracts subscriptions from potential subscribers worldwide through the perspective of price positioning, localization, and a new field- gaming.