Netflix carried out its “StreamFest” in India on the first weekend of December. According to Netflix, the demand was so much that some users were not able to use their service. Giving out a sample of your product (or service in this case) for free is a common practice in marketing. In the case of Netflix, their strategy in India might pay off very well.
Of course not every user who joins the StreamFest will subscribe. However even if a tenth of the users decides to get a membership, that is a win! Through 2 days of promotion, they have the potential to acquire new users who will subscribe to their service potentially for years.
Let’s use MobileAction’s Market Intelligence tool to determine if Netflix got some traction thanks to their campaign. First of all, let’s check out their Category Rankings for any sudden changes.
As you can see, the video streaming app was already ranking very high in the entertainment category prior to StreamFest. However, with the weekend approaching, they appeared to have increased their downloads so much that they secured the 1st spot in the overall category.
The Market Intelligence tool supports our argument furthermore.
There is a clear surge in the estimated downloads of Netflix. People seem to have prepared for the weekend by downloading the app. These graphs show that StreamFest accomplished its goal of driving in new users.
So why India? The answer is simple. India has incredible market potential. With more than 1 billion people living in India, creating a steady user base in the country would skyrocket the revenue of the company. We should also emphasize that Netflix uses a very localized pricing policy, which also helps to increase their members.
The amount of users located in India seems to be estimated at around 2.2%. When we consider their population, Netflix surely has a long way to go in India. If their campaigns work as they should, we can expect to see a very different distribution in the near future.
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