All you have to do to access it is type "Netflix" in the search bar. The Spotify Hub is rolling out for both free and premium users across the US, Canada, Australia, New Zealand, the UK, Ireland, and India beginning on Tuesday, November 23. "It's clear that after the credits roll, viewers are left wanting even more-and they come to Spotify to hear it." So much so that within two weeks of Squid Game's debut on Netflix, Spotify listeners had created more than 22,500 unique themed playlists to keep the experience going," Spotify said in a blog post on Tuesday. "Today's trending shows and movies aren't just inspiring fandoms, they're also fueling internet-wide obsessions. Relive Narcos, Outer Banks, Cowboy Bebop, and more with an entire lineup of official show playlists. Spotify has made that task easier than ever with the unveiling of its all-new Netflix Hub, which features a full audio-streaming experience inspired by the entertainment you're obsessed with. ‘But marathon-viewing doesn’t just change how we watch, it also affects how we eat.’ And while the opportunities for mindless snacking are bad news for our health, Netflix can be as much a consumption occasion for food as it is for film and TV content, making it a valuable avenue for the platform to explore.Now that we've got the long Thanksgiving weekend ahead, we're planning our watch schedule accordingly. Once we're on the other side and a healthy five pounds heavier, reeling from that Squid Game's finale, we might want to stock our playlists with a few series soundtrack favorites. ‘Bingeing has become many people’s favourite way to consume television,’ reports NPR. But it’s the partnership with Swiggy that really shines, as it taps into the strong link between eating and viewing. By leveraging this recommendation feature, Netflix aligns with an existing behaviour of Spotify users and establishes a link between their favourite music and its own vast library of content that the target audience may not have made before. It’s Been Weird campaign) to highlight users’ listening habits and make sophisticated recommendations. By partnering with Swiggy and Spotify to offer content recommendations to people’s moods, Netflix found a unique way to convert time spent on other platforms into time spent with Netflix.Ĭonsumption occasions / Spotify is renowned for its creative use of data (check out our Insight & Strategy with the team behind the brand’s Thanks 2016. With fierce competition from Disney+ Hotstar, Apple TV+, and local players such as MX Player, ZEE5 and ALTBalaji, Netflix has to appeal to consumers in new ways and in unexpected places. Streaming saturation / Five years since it first launched in India, Netflix has grown its presence there significantly, with a boost from the lockdowns imposed during the global Covid-19 crisis last year: according to analyst and consultancy firm Omdia, online video subscriptions revenue grew by 142% in India in 2020 ‘primarily due to the global pandemic’, and subscription video revenues rose from $265m in 2019 to $639m at the end of 2020, with Disney+ Hotstar and Netflix accounting for 78% of total online video subscription market revenue. The brand matched more than 862 emojis to Netflix titles, so each tweet was met with a recommendation. And on Twitter, Netflix asked users to tweet an emoji to using the hashtag #NetflixMatchMaker. Through an API integration with Spotify, people received Netflix recommendations linked to what they were listening to on the app. An order of garlic butter chicken, for example, came with a recommendation to watch Indian comedy Ginny Weds Sunny. The Netflix MatchMaker campaign matched content with cuisine on Swiggy, with a ‘Weekend binge menu’ for eating while watching films, including things like ‘burgers for blockbusters’ and drinks for viewing breaks. Working with Wavemaker India, Bangalore, the streaming platform partnered with Spotify, Twitter and food delivery app Swiggy to deliver recommendations based on what users were listening to, what emojis they were using in their tweets, and what food they were ordering. Solution / Rather than promote recent releases, Netflix wanted to recommend films and TV shows that matched viewers’ moods. Challenge / As millions of Indians were stuck at home with no new TV content during the pandemic last year, Netflix wanted to showcase its content library and drive downloads of its app.
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