Leveraging Curiosity Branding and Content to Remodel Viewing Habits: A Case of Netflix in India

Abstract

A growing demand for engaging content, coupled with the availability of cheap data, an increasing footprint of 4g services and facilities like mobile payment motivated several over the top (OTT) service providers like YouTube, Hotstar, Amazon Prime and Netflix among several others to venture into the Indian streaming space. Netflix saw this as an opportunity to virtually tap into the Indian Television market and leverage the shift in the content consumption pattern among young consumers, by empowering them to watch content of their choice at their time and on their preferred connected device. The easy access of Internet technology helped Netflix overcome the censorship issues, break stereotypes by allowing creators and marketers to dive deep into untapped cultural and social sensitivities, hit pain points thereby creating room for unique content. This chapter aims at exploring how Netflix is creating a differentiating factor with its new content marketing strategy in India and remodeling the viewing habits thus molding the Indian stereotypes. Leveraging Curiosity Branding and Content to Remodel Viewing Habits: A Case of Netflix in India