Exploring how incentives to consume digital advertising will affect the brand loyalty of Netflix subscribers.

Abstract

Consumers have a strained relationship with online advertising in its current form, taking measures to avoid it where possible because it is invasive and ubiquitous. Netflix, presently an ad-free platform, relies on subscriptions for its business model but requires additional funding to maintain and grow its offering without burdening customers. If the delivery methods of advertising were transformed, providing more value to the consumer, this study has undertaken in-depth interviews and a survey to establish whether subscribers would remain loyal to the Netflix brand. The outcomes found that brand loyalty to Netflix would not be affected but more importantly, that online advertising would be a more welcomed player in the internet ecosystem if its delivery methods were improved.