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Case
-
Reference no. 9-521-004
New product
Subject category: Marketing
Published by:
Harvard Business Publishing (2020)
Version:
27 August 2020
Revision date:
15-Sep-2020
Length:
33 pages
Data source:
Published sources

Abstract

Since its launch in 1998 as 'the Amazon.com of DVDs', Netflix had evolved from a DVD rental company to a video streaming platform and producer of original films and television shows. As the company matured, it regularly increased prices and adjusted its product offerings while continuing to add new subscribers. However, between late 2019 and mid-2020, competition within the streaming industry intensified with the launch of new entrants such as Disney , Apple TV , and HBO Max, jeopardizing Netflix's position as the industry leader. In spite of the heightened competition in the streaming industry, some analysts and customer willingness-to-pay surveys suggested that Netflix had the opportunity to implement another rate hike in the near future. By May 2020, Netflix must decide whether to increase prices again, or whether it should consider a different pricing model altogether.

Topics

Business strategies; Competition; Competitive strategy; Customer satisfaction; Customers; Finance; General management; Internet; Marketing; Marketing strategy; Platforms; Prices; Pricing; Product adaptation; Strategy
Size:
Fortune 500
Other setting(s):
1998-2020

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