AUDIENCE RESEARCH & MARKETING STRATEGY · SELECTED WORK
03
Netflix
Winning the next generation's attention
01 — THE CHALLENGE
Netflix’s challenge isn’t content volume — it’s maintaining relevance in a Gen Z landscape shaped by social, participatory, and low-commitment platforms.
BRAND
Netflix
Academic / speculative project. Not commissioned by Netflix.
02 — RESEARCH
Analyze where Netflix’s product experience fails to match Gen Z viewing behavior — and translate research into concrete opportunity areas for discovery and engagement.
We started from behavior, not the product: how this audience discovers, shares, and commits to what they watch, and where each of those breaks inside Netflix today.
03 — BEHAVIORAL INSIGHTS → 04 — OPPORTUNITY AREAS
Three behaviors, three break points, three opportunities.
AREA
WHAT THE AUDIENCE DOES
OPPORTUNITY
Discovery
Finds what to watch through social, participatory platforms rather than by browsing a catalog.
Make finding something to watch feel more active and less like scrolling a menu.
Social viewing
Shares and talks about what they watch as part of watching it.
Make viewing feel shared inside the product, not only around it.
Time commitment
Gravitates to low-commitment formats and hesitates before starting long content.
Lower the barrier to starting something new.
CASE STUDY · FLIP THROUGH
05 — RECOMMENDATIONS
A structured diagnosis of attention breakdowns across discovery, social viewing, and time commitment — translated into testable product concepts designed to make Netflix feel more participatory and less passive.