Netflix is vulnerable and ads alone won't fix it—but a 360-degree strategy can
soon will join existing ones like Amazon Prime Video – all of which are hell-bent on stealing share from Netflix and all of which are fundamentally differently situated. Unlike Netflix, these behemoths drive vastly different multi-faceted business models with multiple revenue streams, for which their SVODs can function primarily as a marketing expense. For these fortunate behemoths, “success” is defined very differently.
More tantalizing is the possibility – and significant potential opportunity – for Netflix to expand its brand outside our living rooms and into the real world. In other words, into the world of out-of-home. Amazon is the model here - its strategy, diabolically brilliant. Yes, shopping malls and retail stores close in record numbers. But, not for Amazon, as evermore red brick buildings rise amidst the ashes of others and evermore physical shopping carts fill the aisles at Whole Foods.
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