Netflix: Subscription-based Video-on-demand Channel Operations in Bangladesh

Abstract

This case study explores the subscription-based video-on-demand (hereafter SVOD) business strategy of Netflix from multiple dimensions such as company value chain, customers’ experience and marketing strategy. From initiation to now this brand has evolved itself to appropriately benefit the consumers. A company that was initiated in a developed country is now successfully running its business across the world. In a developing country such as Bangladesh, Netflix has effectively utilized its quintessential strategies and is successfully entertaining the subscribers. This case study is dedicated to understanding the situation of Netflix in Bangladesh. It highlights some strengths of Netflix such as (a) customization of its contents and (b) seamless user experience as well as some weaknesses such as (a) pricing strategy and (b) selecting the right target market.