Netflix, dear Netflix. You are the absolute champion of the streaming war. Your brand is so strong it got into our very own language. You have what it takes to become the queen of streaming (yep, she’s a she, who knew! – if you get that quote you’re a TV nerd and I respect you). There’s only one thing you lack against the other digital behemoths: user-curated content. 

So, hear me out: why don’t you develop a system which would allow your users to create and curate their TV channel? You just launched “Direct”, which is a linear channel curated by your AI. Great! 

Why don’t you let users create their own linear channels? Add some customisation functionalities (and think about themes, like a retro 80s TV channel, a futuristic one, etc), call it a “Network Executive profile” or something. Users will fill their broadcasting schedule with Netflix shows. Then users will be able to share their channel. You would grow engagement, share of voice, and ultimately subs. 

You would also be able to test out many more curated playlists. You could make channels affiliates, so that new subs coming from that channel generate a micro-revenue for the channel curator. And let’s not even start talking about the data opportunities. 

That, my beloved Netflix, is how you could go from 1.0 to 2.0. The tech is hot and the competition is still catching up with your content. You are in a position to take them all by storm. And give us, TV geeks, the chance to create the TV channel of our dream, and share it with the world. 

I know I would. Love you, Netflix.

To recap:

Objective: Scale growth to reach a top evaluation and compete with Apple, Amazon and Google at the same level.

Problem: User-generatedcontent is the main competitor for screen time over digital and created a new category of Digital Creators (YouTubers, TikTokkers, Instagrammers, etc) which we don’t engage with. 

Strategy: Grow a share of voice in the digital creators’ space: a completely new channel to drive reach.

Implementation: Create a new functionality for subscribed users that would allow them to curate a linear channel using Netflix’ shows. Other feats: profile customisation, easy social share, must be mobile as well.

KPIs: Channels Created, Channels watched, Share of voice, Referrals, New Subs (attributed to Channels). 

I won’t add a timeframe as I don’t know the reality of how Netflix work internally. For the same reason, the above is very big-picture, and not granular. 

This article appeared first on LinkedIn on my digital marketing profile.