If you want to become better at audience segmentation, then Netflix offers a masterclass in it. The streaming giant constantly curates and personalizes their content to make sure that they are actively meeting their user needs, while finding new ways to engage and connect with their customers.
Localization is About More than Translation
Netflix excels at regional content variation. A show in the US might not be available in the UK, and vice versa. This isn’t down to licensing either; the platform puts a huge focus on cultural preferences. Netflix is constantly investing in local productions, including Lupin, which is based in France, and The Crown, which is more UK-focused.The main reason for this is that relevance helps to drive engagement. It’s not just Netflix that does this, either. Amazon Prime is also investing heavily in regional content and adding new languages, including Hindi and Telugu.
It’s also not uncommon to see different games change dialogue or even alter storylines based on the country of distribution, to make it more relevant. Across gaming and iGaming, some games even cater entirely to specific audiences as a core focus as well. In iGaming, online casino UK games like Lunar Link – The Legend of King Arthur, for example, puts a spotlight on the legendary king of Britain. The graphics include Excalibur, with the theme as a whole being very regional and marketed to a British audience. According to Welsh literature, legend follows a different story, showing how it’s possible to hyper-localise offerings based on target audiences.
A business lesson to take from this, and one that Netflix does very well, would be to tailor your offerings based on the culture, region, and context. Global customers don’t always want the same thing, and by drilling down on a specific niche or concept, it becomes possible to not only boost the connection that people have but also your conversion rate.
Proof that Personalization Can Be Done at Scale
Netflix also shows how interactions can be done at scale. Netflix tracks what you watch, when you watch it, and also how long you watch it for. They can also track what device you are watching from and what you happen to skip past. Recommendations from the platform, and also the shows that display on your home page, are all tailored to your individual preferences. If you want to help yourself, then utilize product suggestions, tailored emails, and dynamic pricing.
Things like this can help you to target new audiences, and it can help you to segment far beyond demographics. By applying this to business, it’s easy to see how much further you can take segmentation, and how it’s possible to personalize every experience while still operating at scale.
Another thing we can learn from Netflix is how they make personalization a core part of their strategy. It’s not just a marketing tactic; they have integrated it into their platform to ensure that they build a loyal following, something that businesses can learn a lot from. This is especially the case with growing companies, as personalization doesn’t have to be compromised to scale effectively.
Founder Dinis Guarda
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