Between watching a movie and a movie being shown, Netflix saw the opportunity and seized the moment. 23 years later it has become the largest movie streaming brand with hundreds of originally owned titles.
While the original content of Netflix is phenomenal, the journey has been an unscripted ride of almost bankruptcy and the company closure.
Netflix started its journey in 1998 as a service to rent DVDs by mail. In the initial years, the company did experience moderate success, however, with competitors like Blockbuster, Apple, and Amazon in the market, the future growth seemed to be more regressive than progressive.
The founder of Netflix, Reed Hasting sought to sell the company to Blockbuster. However, aware of the company's financial losses, Blockbuster turned down the offer.
So what do you do when your potential competitor in the market turns down company ownership rights? You innovate to be better!
Netflix came up with a strategy that would completely obsolete their biggest competitor, the "blockbusters". Netflix cracked the code of the evolving technology before it even existed for several companies. Netflix realized that the DVD's format delivering in the mail isn't the everlasting business strategy.
Innovation was the only survival technique for Netflix. Netflix came up with a simple but competitive concept of streaming content that came with the customer's DVD subscription. Pioneering the format was a huge advantage for the company, however, educating the audience about a brand new concept was the challenge.
You would be surprised to know that Netflix's first branding strategy was based on the concept of binge-watching. Yes, Netflix has been pro-binge-watching since the beginning. In an attempt to educate the existing customers about the new format, streaming was offered as a supplement with DVD rental subscriptions.
Netflix offered the consumers access to low-grade video streaming for six hours from a catalog of above 1000 titles for only $5.99/ month. the company made the supplement sale as a feature "in case you just can't wait." It was a tool/ strategy to promote the binge-watching mindset.
In the '90s where One DVD rental a week was the routine, the idea of 6 hours of uninterrupted content was exciting. Unlike its competitors, Netflix's approach to growth has been to use predictive analytics in creative development. Based on the predictive behaviour, Netflix introduced its first original series by remaking the 1990's broadcast of the house of cards. Once the audience was indulged in the cinematic experience of streaming services, it was time to revamp the company presenting emblems.
Existing in the '90s, I would say the Netflix logo even back then was pretty laid back and chilling. The first logo has a gradient cinema reel that separates Net and Flix. The inscription was in a simple all capitalized letter with a very thin black boundary. The reel was a mix of purple and black where it connected with the letters.
Once the streaming services started generating good responses, it was time to give the functions of a company a new look. The second logo designed was a red rectangular shape with placement of the inscription within.
In the second variation of the logo, you can notice the placement of Word Netflix in the form of a low arch. The sans serif font had a cinema look to it. An inscription was done in white with a black shadow around it which gave the letters an enhanced look.
In 2014 the company decided to go for a global rebranding. Netflix hired design studio Gretel in New York and asked the specialist to change the website design as well as modification the logo. In the 2014 modification, the black shadow and the white sans serif were changed into a simple custom font. The inscription was created in red and placed on a white background for enhancement.
Several designers suggest that the font is based on the Gotham book.
Thanks to the flexibility in the UI designs, depending on the background or feature chosen the background could be changed from white to black with the same inscription.
Although since 2014, there has been logo modification in 2016 the company decided to use the N of Netflix heavily and independently. Since 2016, Netflix has been implying the N to represent and be recognized as a company even at the start of the movies and series. The letter consists of wide lines in different shades of red and dissolves in several color lines while streaming.
Netflix representatives shared that it intended for mobile applications and social networks for better compatibility. today you can see the N inscription on black and white backgrounds.
1 - Around 70% of the Netflix audience binge watch.
2 - In 2017, an individual watched Madagascar 3 about 352 times on Netflix streaming.
3 - The total global audience streaming Netflix is 1 billion hours on the daily basis.
4 - 26% of global streaming traffic belongs to Netflix.
5 - 2.7 million people still use the Netflix DVD subscription service.
6 - Hardly 55% percent of the users pay for their subscription. In other cases, it is widely shared.
7 - Netflix has won more Emmys than HBO.
8 - On average Netflix saves us from 160 hours of advertising.
Netflix is the biggest streaming website that is cherished globally for its original content.
Netflix is a viable example of adopting to your users' needs and achieving a new face of success in the market. From the logo to web designing, everything about Netflix is concerned with the user experience.
Gary Roberts is a digital marketer. He loves to blog about digital marketing, designing, and business growth. A true lover of Coffee with chocolate cakes!