- Netflix has repeatedly shot down speculation that it will start selling advertising, but the streaming giant is working with brands in many other ways.
- You can read Business Insider’s coverage of Netflix’s marketing strategy by subscribing to BI Prime.
Netflix still isn’t interested in entering the advertising business.
But the streaming giant is working with brands in other non-traditional ways to promote its original programming and platform.
Netflix solicited dozens of marketing tie-ins with major brands including Coca-Cola, Baskin-Robbins, and Burger King, to promote the third season of “Stranger Things.” It’s pursuing similar deals for other tentpole originals.
So far, Netflix isn’t using these deals to build a meaningful new revenue stream.
The partnerships are testing people’s appetites for bigger Netflix franchises that extend beyond its platform, as well as giving Netflix a presence in marketing channels that it can’t buy its way into, like retail spaces.
Below is a list of stories Business Insider has published that give a peek into Netflix’s marketing strategy and relationships with brands, as well as what its competition is up to. The stories are organised by topic.
Have an idea for another story or a tip? Let me know at [email protected].
Netflix’s partnership strategy
- How Netflix’s experimental approach to marketing tie-ins creates new opportunities for small and mid-sized brands
- ‘It gives a sense of elitism’: Netflix is pioneering brand deals for streaming TV, but some partners bemoan its approach
- Netflix doesn’t want to ‘get distracted’ by trying to make money directly from deals with brands like Coca-Cola and Nike
- Coca-Cola was the biggest brand winner from Netflix’s ‘Stranger Things’ season 3. Here are the other brands that got a sizable boost.
- Inside Netflix’s marketing strategy for ‘Stranger Things,’ the show that supercharged its work with brands like Lyft and Coca-Cola
- How Netflix and HBO are opening up marketing opportunities for their TV shows that usually only blockbuster movies get
- Netflix’s ‘Stranger Things’ partnership with Baskin-Robbins started with a cold reach-out on LinkedIn that one exec thought was a joke
- How Netflix is using companies like Comcast and T-Mobile to drive its next phase of growth
The team shaping its work with brands
- The 2 power players at Netflix who are leading its early marketing work with brands like Coca-Cola and Lyft
- A key exec on Netflix’s brand-partnerships team has quietly exited the company
Netflix and advertising
- Netflix calls speculation that it’s moving into selling advertising ‘false’
- Netflix could drastically cut its cash burn with a Spotify-like model that includes an ad-supported free tier
- How Disney’s marketing advantage over Netflix will be its secret weapon in the streaming war
- Amazon’s head of TV and movie marketing details the studio’s turnaround effort under Jennifer Salke and its push to become more than a ‘supermarket of content’
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