Netflix, established by Reed Hastings and launched in 2007, is a subscription video on demand (SVOD) service that provides audiences with the opportunity to engage with the mass media platform they are using.
Netflix is a prime example of an aggregator utilising control of attention in order to successfully monetise niche markets. Netflix places a significant focus on the ‘long tail‘ market, catering for the remaining population interested in programs other than the super-sized blockbusters. In doing so, Netflix has provided its viewers with an abundance of information, distributing this on a global scale. As Chris Anderson notes, “the future of entertainment is in the millions of niche markets at the shallow end of the bitstream.”
The following infographic explores Netflix as an aggregator and how it uses the ‘long tail effect’ to its advantage.
- Hopewell, L., 2015, ‘Netflix CEO Reed Hastings on the NBN, Piracy And Launching in Australia’, Gizmodo Australia, 19 March, viewed March 18 2015 <http://www.gizmodo.com.au/2015/03/netflix-ceo-reed-hastings-on-the-nbn-piracy-and-launching-in-australia/>
- Mitew, T., 2014, ‘Into the Cloud – The Attention Economy and the Long Tail Effect’, Lecture /YouTube Video, DIGC202, University of Wollongong, 27 August 2014, viewed August 27th 2015, via <https://www.youtube.com/watch?v=kCnVnLYPoi0&index=14&list=PLiPp71qLKusXOU1bKxHVappCbRNN3-J-j>
- Sinclair, L., 2015, ‘Netflix Takes Lead in Race for Subscriptions’, The Australian Business Review, 7 April, viewed April 6 2015, <http://www.theaustralian.com.au/business/media/netflix-takes-lead-in-race-for-subscriptions/story-e6frg996-1227292402172>