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Abstract

This Dissertation offers an in-depth analysis of whether Netflix succeeds in its current strategies for customer acquisition, satisfaction and retention. It examines contemporary strategies and content examples alongside a socio-historical context of Netflix’s previous innovations. Media theory such as Raymond Williams’ concept of Flow, Chris Anderson’s Watercooler Effect and Marshall McLuhan’s Global Village theory are applied to provide a framework for this analysis. Examples of specific content, such as Netflix’s distribution of NBC Original The Good Place and Channel 4’s End of The F***ing World are used as case studies to demonstrate their varied and unique impacts on the landscape of streaming. The dissertation provides some speculative predictions for Netflix’s market standings in the near future, based on Netflix’s standing as industry leader, strategies towards shaping audience behaviour, processes for data gathering from this behaviour, and finally an analysis of the brand identity that all of these facets of the company cultivate.

Course: English and Media Studies - BA (Hons) - C1255

Date Deposited: 2020-10-28

URI/permalink: https://library.port.ac.uk/dissert/dis13602.html