Competitive Advantage and Marketing Strategies in the Entertainment Industry: From DVD by Mail to Streaming Services

Netflix, the world’s largest subscription online movie and TV show streaming company, faces more competition than ever due to changing technology and consumer preferences. In this study, we analyzed Netflix competitive advantage and marketing strategies, performed a situational analysis, and provided potential strategic alternatives for Netflix to be competitive in this fierce and dynamic global environment. This paper uses a case analysis approach to address and analyze marketing strategies in the entertainment industry in general and Netflix in particular. We recommend that Netflix invest heavily in innovation to stay ahead in this global saturated and mature market.