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Marketing Challenges and Countermeasures of Streaming Media in the Post-Epidemic Era: Taking Netflix as an Example
- 1 Soochow University
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Abstract
Since 2019, the outbreak of the epidemic has brought huge customer subscriptions to Netflix, and the stock price has also risen as a result. However, according to its Q1 2022 earnings report, Netflix experienced its first single-quarter loss of sub-scribers in a decade, with high numbers. Using the case analy-sis method, this paper takes the sharp decline in subscribers of Netflix in the latest quarter as the starting point, thinks about how to retain users, analyzes the three reasons for the decline in the number of Netflix users, gives solutions with Product and Promotion as the core, and finally plans new marketing ideas for the streaming media in the post-epidemic era. It pro-vides a marketing model that can be promoted for the industry to retain users, return to peak performance, and develop sus-tainably under the normal epidemic situation.
Keywords
the post-epidemic era, Netflix, streaming media, marketing strategy, business model
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Cite this article
Sun,J. (2023). Marketing Challenges and Countermeasures of Streaming Media in the Post-Epidemic Era: Taking Netflix as an Example. Advances in Economics, Management and Political Sciences,12,38-43.
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