Use Case
The Netflix app is a streaming service application that allows users to access and watch a wide range of movies, TV shows, documentaries, and other video content anytime and anywhere without the need for Cable and sometimes an Internet connection on their mobile, smart TVs and not going to Movie theatres by watching at the comfort of your home according to user’s personalized interests with cost-effective subscription plans
What users used to do before this product (or similar tech products) came into the market
Earlier users would prefer Satellite Dish Cables like TataSky or SunDirect for subscription-based services but those were limited to packages for a few languages and channels for sports, entertainment, shows, and documentaries but somehow managed to some pain points of user’s preferences and interests but users have to wait for the programs to get aired in the channels at a specific time which is of not convenient
Before Satellite cables, there were cable TV connections which were of minimal cost and got all the channels and shows but the timings were not convenient for users there used to be frequent repairs to their wired cables and people got frustrated for repeatable damage to cables may due to rain, wire cut due to winds
Before Cables, there were DVDs which people used to buy and watch movies, and song albums at home which were pretty decent but users had to pay for each movie, songs which were released
Along with all the Satellite cables, cable TV connections, and DVD, there are still users who go to Movie theatres the count of users is huge compared to users after the pandemic but still, some of the users watch movies for the Theatrical experience
What is the Core Value Proposition
The Core Value Proposition is convenience, personalized recommended video content, and affordable access through an entire video library of Movies, Documentaries, and Original Content by Netflix can be watched anywhere and anytime on any device and can be downloaded with Ad-free service (In India).
Who are the active users
Active users based on Generation:
“Millennials” use Netflix the most!
| Generation | % of users |
| Millennials | 33 |
| Generation X | 26 |
| Baby Boomers | 22 |
| Generation Z | 18 |
Active users based on Country :
“Asian Pacific” region users use the most
| Country | No. of subscribers (In Billions) |
| Asia Pacific | 7.353 |
| Latin Ameria | 7.339 |
| US+ Canada | 3.994 |
| EMEA | 3.623 |
Women make up 51%, while Males make up 49% of all Netflix users
Ref: https://www.demandsage.com/netflix-subscribers/
Ref: https://www.marketresearchfuture.com/news/most-number-of-netflix-customers-in-different-countries
Currently, the audience who watch Netflix in India are teenagers, college-goers, working professionals, and tech-savvy users.
User Segmentation
Segmentation is divided into 4 categories:
Behavioral
User’s behavior toward the product
Binge watchers- Users who watch the entire season or movies at once
Genre lovers - Users who love to watch specific genres only like horror, comedy, space documentaries
Occasional users- users who want occasionally when they have free time or with friends and family
New Release users- users who watch new releases and trending videos or shows
Frequent users- users who watch regularly like professionals who like to watch every weekend
Infrequent users- users who subscribe to Netflix but don’t watch may be for reasons like not right kind of movies they can find, confusion state in the selection, or busy users who don't get time to watch
Demographic
User’s demographic factors such as age, gender, income, occupation, marital status
Age- Users who watch Netflix are of age groups- teenagers, young adults or middle-aged users
Gender- Female and male
Income level- Low-income, Medium-income, and High-income users based on the subscription plan they choose
Education level- High school, College, Graduate users
Psychographic
User’s based on personality traits like values, interests, lifestyle
Lifestyle - Health conscious, Adventurous, Lazy type
Interests - Fashion and beauty, Tech Enthusiasts, Foodies, Travel persons
values- environment, justice, family values
Acquisition channel
Different methods/channels to attract new users
Organic users- users who join through an online search, word of mouth
Paid- users who join through ads, influencer marketing
Referral- users who can signup through referral programs where existing users provide the referral code to new users for initial signups by providing discounts
User Flow
SignUp Process: (open image in new tab)
Core Feature - Browsing Content (open image in new tab)
