Three Ways Netflix is Innovating for Customers in 2023

January 6th, 2023 | John Poelking

2022 was a year of firsts for Netflix. Some were new opportunities (the launch of an ad-supported tier) while others were new challenges (first quarters with global subscriber losses). As growth for the streaming giant stagnates and competitors like Disney+ and Paramount+ continue to expand their bases, Netflix has invested heavily in creating new experiences for its users.

One of Comperemedia’s 2023 Telecom and Media Marketing Trends is Surprise Me, which highlights how brands will aim to provide unpredictable benefits in an effort to jolt idle customers into trying something completely off their radar making them feel valued in unexpected ways. Here are a few initiatives that Netflix has introduced to surprise and delight current customers and create content that satisfies new entertainment appetites.

Getting physical

On December 30, Netflix announced that members were able to stream select fitness content from Nike Training Club. 30 hours of exercise sessions were released with programs ranging from Kickstart Fitness with the Basics to Fall in Love with Vinyasa Yoga. With this initial release along with more batches of Nike Training Club programs coming later in 2023, Netflix is aiming to provide a resource targeted at the 44% of adults who need help to achieve their physical wellness goals. The partnership would ideally provide an outlet for casual fitness enthusiasts who don’t want to hop on the bandwagon of buying a gym membership at the beginning of the new year.

Catering a unique adventure

Netflix has dabbled in “choose your own adventure” events that allow users to pick the path they want to see characters take. With its first major original release of 2023, Netflix is still providing a unique experience for its customers without making them choose the path. Kaleidoscope is a heist thriller where the first seven episodes are delivered to customers in random order and the eighth episode remains the same for all users. Viewers can choose to follow the order Netflix has provided to them or make their own order. An experimental structure like this can spark greater conversation outside the platform about what order is the best, as evidenced by the many think pieces that have already been written on the subject.

License to game

Mintel’s Gaming-Inspired Entertainment Report showed that streaming TV shows are the most popular platforms to view game-inspired entertainment among adults in the US. Expanding beyond video content, Netflix greatly expanded its gaming and trivia content in 2022 to appeal to mobile users seeking out a more interactive experience. Many of the gaming titles have been developed by Netflix and center on original shows and movies. Later in 2022, Netflix began releasing games developed by other studios. One of the more notable games licensed to Netflix is Twelve Minutes: an interactive time loop story that garnered praise on PC and console platforms when it was originally released in 2021. Netflix will likely invest more in these types of previously-established indie games in an attempt to gain credibility among a more avid gaming audience.

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John Poelking

John Poelking

John Poelking is Comperemedia's Associate Director - Tech, Media, and Telecom, providing omnichannel marketing analysis and competitive intelligence for syndicated and custom insights.