What Netflix can teach you about content strategy

Netflix is not only one of the biggest brands in the entertainment industry – it’s also one of the most strategically focused content production machines in the world.

What started as a DVD rental service has evolved into a streaming giant with more than 300 million subscribers worldwide. But its growth was not just a result of technology or timing. What really set Netflix apart was its ability to develop and execute a world-class content strategy – one that continues to influence the way companies think about content, user experience, personalisation, and platform value.

If you’re building your own OTT platform, managing media products, or just looking for inspiration on how to approach content strategically, there’s a lot to learn from Netflix’s journey.

Here’s what makes their content strategy work – and what your business can learn from it.

1. Content strategy starts with data – but doesn’t end there

Netflix is known for relying heavily on data – and rightly so. From the moment a user logs in, every interaction is tracked: what they watch, what they skip, how long they pause, and when they return. This information is used to:

• Inform future content investments
• Recommend shows tailored to individual preferences
• Personalise thumbnails and preview order
• Predict what content will perform in specific markets

But here’s the nuance: Netflix doesn’t create content based solely on data. It doesn’t use algorithms to write scripts or select actors. Instead, data helps the company identify gaps, trends, and audience behaviour – then the creative teams take over to shape stories with emotional depth and cultural relevance.

Lesson: A strong content strategy uses data to minimise risk, not eliminate creativity. Use analytics to guide your content roadmap – not dictate it.

2. Think global, act local – and make it personal

Netflix’s international expansion was not just about licensing foreign content but also investing in local production.

Shows like Money Heist (Spain), Sacred Games (India), Dark (Germany), and Squid Game (South Korea) were initially targeted at regional markets but became global phenomena. Why? Because Netflix understood a key truth: people relate to stories that reflect their own cultures – and great storytelling transcends borders.

By supporting local creators and providing content in local languages, Netflix has not only increased its international subscriber base but also diversified its content library and opened new global revenue streams.

Lesson: If your content strategy stops at one language or one region, you’re limiting your potential. Local doesn’t mean small – it means authentic, and authenticity travels.

3. Your library size doesn’t matter if users can’t navigate it

One of the most overlooked aspects of content strategy is content discovery. It’s not enough to have hundreds or thousands of videos. If users can’t easily find something they want to watch, they will give up.

Netflix combats this with:

• Highly personalised homepages
• Dynamic carousels based on user behaviour
• Emotionally framed collections like “Because you watched…”
• Algorithmic “Top 10 in your country today” lists
• A/B-tested thumbnails and title cards

These techniques reduce decision-making fatigue and make the platform resemble a personal assistant rather than an overwhelming warehouse.

Lesson: A good content strategy is not just about what content you have – it’s about how you organise it, display it, and share it at the right time. Think about curation, not just collection.

4. Innovation is baked into the content experience

Netflix has never been afraid to experiment, from introducing binge-watching with all-season drops to launching interactive content such as Bandersnatch.

Not every experiment succeeds – Fast Laughs (a comedy format similar to TikTok) didn’t last long – but that’s not the point. The important thing is that experimentation is part of their content strategy.

In recent years, Netflix has:

• Entered the mobile gaming space
• Launched an ad-supported subscription tier
• Offered interactive storytelling
• Tested live content like comedy shows and sports
• Used AI and machine learning to personalise recommendations

Each of these experiments was designed not just to follow trends but to anticipate where viewer attention is going next.

Lesson: Integrate experimentation into your strategy. Whether it’s new content formats, audience interaction models, or monetisation methods – being agile gives your content room to grow.

5. A consistent experience builds brand trust

Content strategy is not just about what you offer – it’s about how you consistently deliver that experience. Netflix has built a recognisable brand by making the platform seem familiar, regardless of device, region, or type of content.

Sound that plays when you start the app, black background., smooth playback, no intrusive adverts (until recently), the fact that you can pause viewing on the TV and continue on the phone – right where you left off – these details add up to a user experience that builds trust.

Lesson: A strong content strategy includes not just the content itself but also the context in which it’s experienced. Design, navigation, continuity – they all play a role in how people perceive your brand.

Content strategy is not just for streaming giants

You might think: Well, sure, Netflix can do all that. They’ve got billions in budget and massive global teams.

That’s true, but the core content strategy principles they apply are relevant at any scale:

• Use data to inform decisions, not dictate them
• Invest in stories that feel real to your audience
• Make discovery easy and exciting
• Test new things, even small ones
• Keep your experience consistent, clean, and intuitive

Whether you’re launching a niche OTT service, a corporate content hub, or a sports streaming platform, these lessons apply.

Content strategy is your competitive advantage – no matter your size

You don’t need Netflix’s scale to apply their thinking. What you do need is a clear understanding of your audience, a plan for how to serve them content that matters, and a platform that makes discovery seamless and engaging.

Whether you’re just getting started or looking to refine what you already have, a thoughtful content strategy will help you build stronger connections, grow your platform, and stay relevant in a fast-changing media world.

Want to talk about how to shape or scale your own strategy? Let’s connect!