https://www.entrepreneur.com/article/302873
Clearly the data Netflix collects on its viewership is useful to Netflix - their ability to create and suggest content based on viewer behavior has changed the game as far as content development and consumption is concerned.
This article explains that this data can also be insightful for marketers. The classic consumer profiles/personalities that you are taught about in Marketing 101 can be significantly enhanced by using the audience characteristics and preferences for particular shows (or types of shows) and following those customers on their journey to other platforms and retail sites. Identifying their characteristics and which platforms and products they are likely to shop for can help for very specific and personalized targeting.
Specifically, the author suggests the following tips to use this data in a meaningful and profitable way:
1. Build out richer demographic profiles
2. Check out competitors' content
3. Personalize your messaging
Not only can marketers use this information to target on Netflix, but it can inform the digital marketing strategy across channels.
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