Positioning in digital environments: Netflix and the interaction with the stakeholders

Abstract

The Internet and the consumption of audiovisual content are two inseparable terms. It is a fact that the emergence of new technologies has changed the way in which audiovisual content is sought worldwide. Citizens more frequently view content online, which has favoured the emergence of new business models to meet these needs. In this convergence model, Netflix plays a fundamental role as a platform. This research on determining the way Netflix communicates through social networks, on determining how the audience receives this information to be able to position it as one of the most successful audiovisual platforms and the followers' main motivations for using social networks. The method used has been hypothetical-deductive, with content analysis and the survey as research tools. The study includes a time frame of one year. The findings show that Netflix has not only revolutionised the way we access audiovisual content but has also innovated the way of sharing content through social networks to place its products in the minds of its subscribers.