Netflix Case Study

 Netflix case study

Notes:

·      Netflix is available across a range of devices, including smartphones, tablets, gaming consoles, and internet enabled television.

·      Example of technological convergence, where two or more technologies combine in one new device/platform/application

·      Netflix technological convergence gives greater pleasure to the audience through increased accessibility and convenience for the user

·      VOD: video on demeaned, the on demand streaming of moving image texts

·      On demand streaming media is a constant transmission of data via the internet. Data is available for immediate playback instead of being a file download. Much faster consumption of data as long as internet is fast.

·      Netflix used to rely on user rations for personalized recommendations, but the algorithms did not take into consideration that a wide-ranging audience of differing tastes, ages, and interest uses one login.

·      Netflix wants to offer greater individual personalization instead of household.

·      Personalization is a key element to the success of Netflix, as they need to keep existing users happy as well as attract new users.

·      Offering audiences the increased personalization offers the gratifications of personal identity and social interaction.

·      The profiles will enable Netflix to gather more detailed information about its subscribers and their viewing habits. Enable institutions make more informed choices about films and tv programmed to offer.

·       Netflix has led the way in developing vod services through their acquisition of original content for distribution.

·      Original drama was produced and distributed through tv networks and institutions.

·      You cannot maintain the episodic nature of a tv series on a broadcast if you are premiering all episodes online at once but Netflix doesn’t have the constraint of multi-platforms, so there’s freedom. To exploit the immediacy of emedia

·      Binge-watch is to watch multiple episodes of a television programme in rapid succession. Used since 1990 but was really used since 2013

·      Horror thriller engages the audiences’ desire to resolve the enigmas, so they are likely to watch 2 or 3 episodes at once.

 

Activities:

 

Activity 1:

Issue/debate

Utopian

Dystopian

Does netflix exploit the user or does the user exploit Netflix?

Netflix profiles offer personalization for the user, so the audience has the power to control their media consumption.

Netflix uses personalization to control the media that users can consume through the choice of what they offer. Here the producers have the power.

What options for audience interactivity does Netflix offer?

 

 

Does Netflix offer audiences a wider range of ideologies and values?

 

 

The recommendations are influenced by a computer algorithm. Is this a true reflection of audience interaction or an example of gatekeeping for VOD?

 

 

 

Activity 2:

These two promotional posters give the audience the pleasure of watching something they may feel is interesting or could entertain them. They could binge-watch these shows if they wanted to and when they finish, Netflix will show them more shows or movies just like the one they watched. Netflix established a brand image across the products by putting “only on Netflix” and they both say “a Netflix original series” so they may be from Netflix producers or something. Instant access makes the audience more appreciative of the brand, and they get to watch as many episodes as possible at once.

Activity 3:

I did this within my family of 5. All 5 of us watch TV on demand and catch up while my dad and my brother also watch live broadcasting. Most people will watch TV on programs such as Netflix, but some may watch live sports, which is what my dad and older brother do. So, I think older males will watch live broadcasting specifically for sports games. Younger children will watch Netflix so they can watch as much as they want and whatever they choose

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