Netflix公司
CASE STUDY
Netflix 案例研究
5,200
新订阅者
100 万美元以上
订阅收入
200 美元
每位用户的平均收入
18x
广告支出回报
Company
Netflix公司
Campaign Type
用户获取
Industry
娱乐和流媒体服务
Case Timeline
60 天
Strategy
利用内容偏好定位和流媒体行为分析，推动全球娱乐受众的优质订阅转化率。
活动概述
全球流媒体巨头Netflix试图扩大其在国际市场的订阅者群，同时强调其独家内容库和个性化观看体验。该活动在60天内有57.6万美元的活动预算，目标是寻求优质直播选项的娱乐爱好者和断线者。
战略
以内容为中心的收购策略包括：
- 受众定位： 应用SaaS订阅者以行为细分市场为目标，吸引使用月度订阅模式和优质数字服务体验的受众。
- 内容发现策略：定位了独家 Netflix 原创作品和国际内容库，以区别于区域市场的竞争对手的流媒体服务。
- 全球本地化方法：以区域内容偏好为特色的定制宣传活动，包括本地制作和国际流行的剧集，以促进特定市场的参与。
Results
- 新订阅者： 5,200 个经过验证的高级账户注册
- 订阅收入： 每月经常性收入 1,040,000 美元
- 印象： 娱乐和流媒体平台上有4,280万人
- 点击率： 在流媒体服务活动中占3.9％
Why It Worked
- 卓越定制受众群体：定位普通订阅者可确保广告活动吸引到熟悉数字订阅模式的用户，从而使每周观看参与率达到 78%。
- 订阅平台定位：SaaS 订阅者细分捕获了每月定期付款的受众，减少了订阅摩擦并显著提高了转化率。
- 全球本地化： 针对区域内容偏好和观看习惯量身定制的广告活动促进了国际市场的广泛参与
Conclusion
Netflix 的订阅者获取活动通过精确的区块链广告受众细分和以内容为中心的定位策略，展示了有效的娱乐平台定位。使用普通订阅者和SaaS订阅者进行战略受众定位实现了卓越的订户增长，同时保持了强劲的收入表现。这种方法证明优质流媒体平台通过全面的定位策略实现可持续增长。
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