© Priya Narayanan, Assistant Professor of Marketing, IIM Kozhikode. Views are personal.
This article was first published on May 27, 2022 in Forbes India and is available here on the Forbes India website. In this article, I present my take on the key issues at Netflix and a consumer-centric ecosystem approach to solve these issues.
Here is the full text of the article (caution: long read ahead!).
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“You can have mine”—be it a pencil during a kindergarten exam or one earpiece of a pair of earphones, or even a Netflix password, the tendency to share is innately human. A business model that views sharing as a threat is simply swimming against the current.
Netflix’s loss of 200,000 subscribers in less than 100 days to March 2022 has been surprising and yet, in hindsight, quite inevitable. For over 20 years, this much-vaunted disruptor of the movie industry has played the same game. The decline in subscriber numbers is just another indicator that it is time Netflix recalibrates its business model which is no longer the recipe for success that it once was. Indeed, the growing young population in the so-called emerging markets might well have been prolonging the death of a cracking business model that has ceased to be about customer value.
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