Digital Marketing Strategies of Netflix: Enhancing Brand Awareness and User Engagement

The rapid growth of the streaming industry under digital transformation has intensified competition among Subscription Video on Demand (SVOD) platforms. As the leading of SVOD industry, Netflix has maintained its position despite it is facing competitions from Disney+, HBO Max or Amazon prime. This paper aims to analyze how Netflix use digital marketing channels-particularly social media, algorithm recommendation, and strategic partners, to enhance brand awareness and users’ engagement. This paper will use literature review and case study to examine Netfilx’s current strategies. This paper helps to expand the research on digital marketing in the streaming media industry. Additionally, this paper provides a reference for other platforms. The survey results show that Netflix has successfully integrated original content investment, algorithmic personalization and digital promotion to maintain user engagement, but it also faces challenges such as rising costs, user attrition and fierce competition. The conclusion of this study is that localized content, flexible pricing and cross-industry diversification are necessary strategies to maintain a competitive edge in the streaming media market.