Between 2015 and 2024, Netflix has experienced a near six-fold increase in revenue, with a 21.6% Compound Annual Growth Rate (CAGR). This remarkable financial performance is rooted in a multi-pronged growth strategy that reflects the company’s adaptability in a rapidly evolving streaming landscape.
One of the most significant developments was the introduction of ad-supported subscription tiers in 12 countries. This new revenue stream allowed Netflix to attract cost-sensitive users while generating advertising income. It also positioned the company to better compete with platforms like Hulu and Disney+ that had long relied on similar models.
The Power of Weekly Release Schedules
In parallel, Netflix has consistently invested in high-quality original content. From international hits like “Squid Game” to Oscar-winning films, its content strategy is focused on drawing in global audiences with compelling storytelling. The adoption of a weekly release schedule since 2019 has also improved engagement, encouraging subscribers to stay longer and reduce churn.
AI-powered personalization has become one of Netflix’s most powerful tools. Over 80% of the platform’s viewership is driven by its recommendation algorithm, which helps retain users by continuously surfacing relevant content. This level of customization has given Netflix a distinct edge in user satisfaction.
Lastly, Netflix’s diversification into live events and gaming marks a strategic expansion beyond traditional streaming. Upcoming sports events like WWE Monday Night Raw and boxing matches, as well as its growing game library, broaden audience appeal and lengthen platform engagement time.
Read Also: When Prime Video Surpassed Netflix in the OTT Race
Together, these innovations have created a business model that thrives on flexibility, data, and storytelling, making a winning combination in the competitive world of digital entertainment.
Intan is a Business Analyst at Central Insight. Prior to joining Central Insight, she was a lecturer at Universitas Mercu Buana Jakarta that taught research method. She also has experiences as the lecturer assistant and research assistant at the university. She has several research experiences in social-psychology about scale adaptation and experiment guideline, and three of them were published at credible Indonesian journals. In Central Insight, she has been involved various projects in several sectors, namely digital technology, communication, agriculture, FMCG, and F&B. Intan holds Psychological Science Master’s Degree focused in Social Psychology from Universitas Indonesia, Indonesia; and Psychology Bachelor’s Degree from Universitas Surabaya, Indonesia with a Summa Cum Laude GPA.
Intan is a Business Analyst at Central Insight. Prior to joining Central Insight, she was a lecturer at Universitas Mercu Buana Jakarta that taught research method. She also has experiences as the lecturer assistant and research assistant at the university. She has several research experiences in social-psychology about scale adaptation and experiment guideline, and three of them were published at credible Indonesian journals. In Central Insight, she has been involved various projects in several sectors, namely digital technology, communication, agriculture, FMCG, and F&B. Intan holds Psychological Science Master’s Degree focused in Social Psychology from Universitas Indonesia, Indonesia; and Psychology Bachelor’s Degree from Universitas Surabaya, Indonesia with a Summa Cum Laude GPA.
