A great asset to Netflix’s success

As we all most probably know, Netflix is one of, if not, the largest and most successful film / series / tv-show streaming platforms that there are today. But its success was not just a miracle, they clearly knew what they were doing.

‘The Long Tail‘ business model is a term coined by Chris Anderson. A term that theorist Kevin McDonald believes perfectly fits Netflix’s fashion in which they distribute their business. “The long tail signifies the growing importance of niche markets and the subsequent shift from exclusively relying on massive successful commodities to more modestly successful commodities that generate value over longer periods of time” (McDonald, 2016, 205). This does none other than suggest the direct correlation to Netflix.

Why is this? Why does ‘the Long Tail’ business model perfectly fit Netflix’s techniques in Marketing themselves. Well, they are known for not only sticking to the most popular and viral films. They to make what I like to call ‘investments‘. I give their techniques this term as they tend to rent unpopular and rather ‘singular audience orientated’ films which they know in the long run will make them lots of money. Because although these films are not for everyone, that distinct audience knows that they can find what they enjoy on Netflix, hence, a successful investment.

Overall, it is to be said that this business model is crucial in Netflix’s success as it manages to find profit in areas that other streaming platforms and sites have no clue either work or exist.

So if we were to sum up what this “Long Tail” business model is, it is where one plays the long game, of which is exactly what Netflix does.

• Alessandro A. Conzonato

Bibliography:

Kevin McDonald and Daniel Smith-Rowsey (2016), The Netflix Effect: Technology and Entertainment in the 21^st Century. London; New York: Bloomsbury.