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NETFLIX OPPORTUNITIES AND THREATS
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- University Of Surrey (UNIS)
in-depth analysis of the threats and opportunities of netflix
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Opportunitieslaunching of various new products
The company's main goal is to add new products to its present range in order to broaden it.
Netflix released a brand-new selection of mobile games in November 2021 under the name
"Netflix Games," which were created especially for iOS and Android platforms (Marketline ,
2022). Some of the games are based on popular Netflix TV shows, and the company wants to
increase the number of games it offers. As a result, consumers will soon have access to a sizable
selection of games to play (Diaz, 2023). Netflix also launched their own online store
“Netflix.shop”, The company's first ever owned and run online retail platform for marketing and
selling clothing, other lifestyle goods, and collectibles inspired by various Netflix TV series. The
online store will offer exclusive, limited editions of apparel and lifestyle products connected to
Netflix shows (HT Tech, 2022). In a clothing partnership with the design house "Lacoste,"
Netflix also broadened its commercial ambitions to produce clothing inspired by the popular
Netflix series. (Variety, 2023).
Strategic Acquisitions
To preserve its competitive position in the market, Netflix plans to grow its business operations
through smart acquisitions. To speed up the expansion of its end-to-end animation production
capabilities, Netflix announced the acquisition of Australian animation studio ‘Animal Logic’ in
July 2022 (Reuters, 2022). Together, the teams from Netflix and Animal Logic will establish a
worldwide an animation studio and creative production team that will develop some of the
largest animated film titles on Netflix (Netflix, 2022). In the same year, the company also
acquired ‘Boss Fight Entertainment’, a game development studio (Netflix, 2022). Netflix
believes that the games, which are provided at no extra cost, will increase the value of its core
streaming-video business, and help it draw in and keep users in a fiercely competitive market
(Variety, 2022).
, Threats
Intense Competition
A fiercely competitive and subject to quick change market is the one in which Netflix operates.
Apple, Amazon, HBO, Warner Bros, Disney+ and YouTube LLC are some of the companies that
compete with Netflix in the Online Streaming market. As a result of such fierce rivalry, the
company's profit margins might be under pressure (Marketline , 2022). It also competes with
entertainment video suppliers and content creators to obtain content for its service, including
licensed streaming content and creative content projects. Netflix still has 221.6 million users
worldwide, giving them a clear numerical and market share edge. Even still, it's a lot more than
what competitors have claimed (Forbes, 2022).
Fig: Based on global TV series viewer demand in 2022, popular online streaming providers
(Statista, 2023)
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