The company founded in the late nineties to deliver DVDs by post always knew that the future lay with the customer and with giving them a cinema experience. In 2007, with the internet established and all the possibilities of mobile technology, it launched its winning bet: making high-quality video streaming available to a wide audience.
A pioneer in the use of personalised algorithms, the platform streams more than a billion hours of video a week and prides itself on knowing its customers’ tastes like no one else, which lets it keep improving its on-demand service.
Now, with the launch of its own Now Popping popcorn, made with Popcorn Indiana (for now, only US consumers can taste this new strategy, through local Walmart stores and other retailers), it’s extending its brand beyond its original boundaries without losing the essence of the company: redefining the limits of entertainment.
By offering complementary products, it’s transforming the way we enjoy high-quality visual content at home and strengthening its brand and emotional connection with Netflix viewers.
Cheddar Kettle or Cinnamon Kettle, sweet or savoury: how do you want your Netflix experience? Like its streaming line-up, the new popcorn has something for every taste.
It’s not the first time Netflix has offered physical products and services to broaden its revenue. It had previously offered chef-selected menus at its Netflix Bites restaurant, as well as its Netflix & Chill’d ice cream flavour with Ben & Jerry’s. Other examples include its Bridgerton tea sets and its Stranger Things-inspired hot sauces. And it doesn’t stop there: in the near future it plans to open Netflix House in Texas and Pennsylvania, expected to bring together shopping, food and experiences in former department store spaces.
Continuing to captivate audiences with its recent move into the snack market, and enhancing its immersive streaming content with its own popcorn line, is its way of continuing to build that multisensory cinema experience that puts viewers at the centre.
When tackling a new market, the first question you should ask yourself as a brand is which strategy is best for reaching customers.
It’s essential to adapt to circumstances, connect, and offer something new to your followers and future audience without losing your brand identity. With that in mind, do you think Netflix is getting it right?
