Netflix Expands Content Strategy with Influencers

Streaming service giant Netflix has been zeroing in on digital content creators.  As more brands work with influencers on campaigns to connect with a similar target audience, streaming services are also making room for a similar strategy.

Netflix has been making major strides expanding its global reach, growing their subscriber numbers to 81 million customers.  They have come a very long way from starting out as a DVD-by-mail service in 1998.  Netflix has grown to be an important leader in changing how t.v. shows get watched and in fact can take responsibility for trending the phrase ‘binge watching’ or more recently amongst millennials, ‘Netflix and chill’.

Despite Netflix expanding its brand globally, they are still pouring billions into growing content for their subscribers to watch.  Licensing movies and television shows from studios supplying such entertainment content is not cheap and has been forcing Netflix to come to terms with raising their subscriber fees just a tad to help compensate costs.  The truth of the matter is that this can become a vicious cycle for Netflix because as they earn more, they will spend more.  The supply and demand will continue to increase, which will leave Netflix figuring out new strategies to grow their company.

Netflix is making a play for China, which as of this writing is the only major market they have not entered into.  Netflix investors are hoping that the move will be a profitable one, since stock evaluations have not been significantly moving higher.

Continuing to expand in original programming is a necessary agenda for Netflix.  With competition growing stronger from the likes of Amazon Video Direct, Netflix needs to diversify their content strategy.  One of the ways they seem to be doing just that is by tapping into influencers.

As previously mentioned, many businesses are leveraging an influencers audience for their own brand awareness.  It’s become a common trend that continues to grow stronger.  A powerful streaming service provider for entertainment such as Netflix is making moves in this sector.

Netflix has begun collaborating with more digital influencers coming from the likes of YouTube and Vine.  They have recently announced a new unscripted series with Cameron Dallas and at VidCon promoted its line-up of family oriented shows like Fuller House and not to mention YouTube star Miranda Sings comedy project series launching on Netflix entitled, “Haters Back Off“.

As other streaming services like Amazon Video Direct and Hulu open up more opportunities for content creators, Netflix is quick to do the same thing if it wants to hold its dominant position with their user-base.

This is a good thing for content creators who have more options to create and share their creative content on different platforms.

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Joseph Arnone

Joseph Arnone is the founding editor-in-chief of Monologue Blogger. In addition to running MB, Joseph is a filmmaker/producer who has had his films premiere at Festival de Cannes - Court Metrage and Tribeca Cinema's Big Apple Film Festival. He can be reached at