How Netflix data driven personalization enhance consumer engagement

Abstract

This study investigates how Netflix's data-driven personalization strategies enhance consumer engagement by analyzing user interactions across different subscription types, demographics, devices, and geographic regions. By examining the impact of personalized content recommendations on metrics like user retention and satisfaction, the study finds that while factors like subscription type and device usage do not significantly affect user engagement, geographic location plays a crucial role in influencing subscription preferences and retention. Regional variations underscore the importance of localized content and marketing strategies in maximizing engagement. These insights emphasize Netflix's competitive advantage in sustaining consumer loyalty and highlight the broader significance of tailored approaches for global streaming platforms to maintain user engagement and foster long-term loyalty.