Netflix: Social Listening

Gaurav Sablania, Rashmi Shukle, Piyush Garg

Netflix India, a streaming entertainment platform, promoted its Netflix Originals series to the Indian market with its social listening campaign which partnered with several other platforms to track the social media habits and views of its user base.

Campaign details

Brand: Netflix Brand owner: Netflix Entrant company: WavemakerIdea creation: Wavemaker Mumbai Market: India Sector: TV channels, Services, Programmes Budget: No budget

Executive summary

Earlier, social listening for Netflix India was formerly measurement-focused, and with the challenges of low penetration, content-quality scepticism, and the premium subscription, it predicted the right conversational spaces to build and sustain chatter for Netflix Originals and built a real-time listening machine for growth and reinvention. This was achieved through proprietary metrics – Originals heat map, brand buzz index, and OTT...

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