Rick Ellis of AllYourScreens recently wrote Netflix “uses change as a way to increase engagement”. By change he means a “seemingly endless number of new tasks, challenges, mini-games, characters, skins and weapons”. He argues that “Netflix uses bingeing in the same way”, and “the rapid cycling through of content has become a core feature of the service”
In marketing terms, “change” implies constant messaging to reflect “the rapid cycling through of content” on Netflix. That content can be anything from movies or series Netflix has produced itself, to library content of older shows that still draw a large audience.
It also helps to frame two themes I have written about before – “ubiquitous access” and Product Channel fit. “Change” reflects both the constant need to offer a compelling value proposition everywhere users are, and to map those value propositions to the optimal channels for converting those users to viewers or subscribers.
The beauty of “change” as a variable is that is a term that elegantly captures why Netflix succeeds where legacy media companies have continuously failed.
The difficult part of “change” is attempting to understand how and why “change” works as a marketing strategy in streaming.