The Influential Factors of Developing Better in the Global Stream Media Market

Abstract

Netflix is a world-leading streaming media market company. Due to the constant changes of COVID-19, the development of the online streaming media business is on the rise globally, and Netflix as a leading company also exerts a huge influence. This study aims to find out how Netflix can develop better in the global stream media market. This paper takes the Marketing Mix theory as the theoretical support, which consists of four main factors: product, price, promotion, place, to analyses the relationship between 4Ps and consumer behaviour by combining the 4Ps with SWOT analysis, and proves the hypothesis of the study by analysing the specific market data of Netflix. The results of the study are that Netflix's strategies in terms of product, price, promotion, and place have promoted consumers' purchase of Netflix to varying degrees and expanded Netflix's global market share. This study concludes that Netflix has used its own localized global expansion strategy to obtain its high-quality targeted consumer in the streaming media market. However, it faces different competitors, and there are deficiencies in evaluating quality and price.