STRATEGIC MARKET ANALYSIS

OF NETFLIX IN INDIA
Submitted in partial fulfillment of the requirements for degree of
MBA- Business Analytics

Supervisor:
PROF. AMIT MOOKERJEE
University School of Management & Entrepreneurship
Delhi Technological University, Delhi

Submitted by :-
SREEKANT PARASHAR (2K19/BMBA/16)
SRISH SAINI (2K19/BMBA/17)
TANVEER HURRA (2K19/BMBA/19)
VIPUL THAKUR (2K19/BMBA/21)
 ABSTRACT

This project report talks about the strategies adopted by

Netflix , to make inroads into the Indian market . What
motivated them to provide online content to the Indian
audiences, where they already had competition from giants
like hotstar and the traditional cable T V . How Netflix
segmented the market and what segments did they target .
Moving forward how they positioned their online content
and what brand image did they create in the minds of the
Indian customers .
 A BRIEF INTRODUCTION ABOUT NETFLIX

 COMPANY PROFILE - Netflix, Inc. is an American media-

services provider and production company headquartered
in Los Gatos, California, founded in 1997 by Reed Hastings
and Marc Randolph in Scotts Valley, California.

 AREA SERVED - Worldwide, except for Mainland China,

Syria, North Korea and Crimea

 INDUSTRY - Entertainment, mass media

 PRODUCTS OFFERED - Streaming media & video on

demand

 SERVICES - Film production + film distribution + television

production

 USERS - 154 million worldwide (total), 148 million (paid)

 MOTIVATION BEHIND EXPANDING INTO
INDIA
The uninterrupted expansion of the India telecom users
contributed directly towards internet usage . With growing
set of people getting used to internet and online videos , it
was the perfect potential market for the Netflix to conduct
business in . Hence they launched their product during mid
2016 in India . Their main focus was on providing content to
the customer which he personally feels relevant for himself
(niche content).
Here is the data that shows the number of consumers of the
online streaming data in the Indian market . A predictive
modelling technique like regression has been put in to predict
the usage in next 2 to 3 years .

Online Streaming Data – India

2017 2018 2019 2020 2021

Revenue (m dollar) 93.5 106.8 116 125.2 131.2

Users(m) 44.6 47.7 50.78 54.3 58.5

With such a vast array of customers , India is a huge potential

market for any online content providing industry. Hence
Netflix came in the picture .
 HOW NETFLIX SEGMENTED THE INDIAN
MARKET

Netflix segmented the Indian market on the basis of 4 A’s

 ACCEPTABILITY - The age group of customer who would accept

the product . Teenagers to middle aged

people (15 to 45) .

 ACCESSIBILITY - The areas of India where mobile internet is

uninterruptedly available. (urban and semi

urban) .

 AFFORDABILTY - Here they used SEC segmentation (MRUC)

 AWARENESS - College going students and urban office going

segment .