The Netflix success is continuing, but it still has more to do
Tom Dougherty, CEO – Stealing Share
4 October 2013
Netflix can’t stand pat on its success. Too much is changing.
The Netflix success continues with stock is back up again. Its woes following the introduction of Qwikster seem to be a thing of a long ago past, but this does not mean the brand of Netflix is working as hard as it should be.
Netflix has been doing quite well. It stock price is comfortably above $300/share with forecasts of more growth potential ahead. Netflix turned itself around, in part, due to its original content (House of Cards, Orange is the New Black). Much like AMC has experienced over the past years, quality content brought consumers.
“It must remember, however, that, as content becomes more and more competitive across streaming services and network television, the biggest point of differentiation lies elsewhere.”
However, this strategy is also being adopted by other streaming services like Hulu, Crackle and Amazon. With so many providers trying their hand at original content, consumers will have more choices within the same available time.
Great content will continue to pull in consumers but, as the market becomes more crowded, to continue the Netflix success, the company should begin carving out differentiation by its brand. Netflix currently positions itself with the tagline of “Watch Responsibly.” But that’s overly clever (clever = not believable) and is a sign that it has not captured what represents the highest intensity for the Netflix subscriber.
Netflix is in a great position and has a real opportunity to create separation in the marketplace. It must remember, however, that, as content becomes more and more competitive across streaming services and network television, the biggest point of differentiation lies elsewhere.
UCLA basketball thieves Tom Dougherty, CEO - Stealing Share 16 November 2017 UCLA basketball brand as it stands now The UCLA basketball brand suffers a major wound. It has been many years since NCAA basketball fans talked about the BRAND of UCLA basketball. The heyday...
Daniel Lanois Tom Dougherty, CEO - Stealing Share 14 November 2017 Daniel Lanois, best record producer you've never heard of When listening to music, you often keep listening to your latest obsession. My latest? Bob Dylan’s genius producer, Daniel Lanois. So much so...
Airline seating Tom Dougherty, CEO - Stealing Share 13 November 2017 Airline seating tightening with no recourse Airline seating is worsening and there’s nothing you can do about it. Yes, the airlines have us in a headlock and we’re all basically powerless to do...