Netflix to readjust target age group in a bid to increase audiences

By Ndune Mwaringa

This week, Netflix will record the slowest audience increment in over a decade forcing them to readjust on their audience strategy. This projected outcome comes just before their due report for the second quarter financial results to be announced on Tuesday.

Netflix’s paid membership is forecast to have one million subscribers, a new low of new subscribers since back in 2011 when splitting its streaming operations and postal DVD.

“Netflix has become a victim of its success,” said media analyst Richard Broughton, owing to the mass market in many of its more established territories.

The statement ironically attributes to last year’s record increase of thirty-seven million subscribers which elevated the clientele scale to over two hundred million global viewership. This was as a result of the constrained COVID-19 stay-home regulations, which witnessed Netflix win over a macroscale of tech-savvy youthful generations worldwide.

This consecrated leap turned around this year when the company only added four million new subscribers in the first quarter financial release. “It’s just a little wobbly right now,” said founder Reed Hastings in April, speaking on the two million deficit of its appraised six million. This figure was only half of the eight million it added in the last three months of 2020.

The slashed outcome has obliged Netflix to start picking its way up the age chain. Between the third quarter and the end of March, the proportion of internet-connected people aged 55 to 64 who have subscribed jumped to half of the total figure from a stagnant 38 percent.

The prance in the older generation can be attributed to their putting their tech-wariness aside in a bid to reduce the lockdown insipidity. Research into Netflix’s commissioning strategy unveiled it was instilling tonnage on crime and documentaries, popular with an older demographic, unlike horror, fantasy and action.

This strategy is amongst their predominant efforts to boost their existing and prospective viewer base. The most notable was their axed rates earlier in July, to Ksh300 from Ksh750 that ensued an upshot in their eminent East African market.

Netflix responded to the complaints of their fanbase by the end of July after announcing the removal of their infamous Swahili translation. In a statement sent to its subscribers via email, Netflix stated that the move is aimed at providing the viewers with a better local experience while watching the movies.

“Netflix will continue to be available in English and many other languages, this will include providing some of your favourite local and international entertainment in Swahili in the future,” part of the mail read.

Many Kenyans are convinced that the real reason was due to the many complaints raised on Twitter since its introduction in May 2019. Several Kenyans requested Netflix to mend the machine-based translations or switch them off altogether as they misled many viewers.


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