![]() They spend 15% more on entertainment, almost 22% more on their smartphones, and are 2x more likely to be of higher socioeconomic standing. ![]() They value experiences but don’t want to be advertised to they’d rather experience a brand. Spotify’s listeners have a mobile-first lifestyle and are likely to spend more on what they want than any other cohort. And it is exactly this audience they found on Spotify. It is this entertainment-affined, new-experiences-seeking audience that Netflix wanted to reach, to drive content discovery and bring new viewers into its fold. Digital natives are spoilt for choices but know a good thing when they see it and are willing to spend on it. ![]() The core Netflix audience is a mix of both Gen Z and millennials. ![]() So did Sartaj and Guruji – Netflix has leveraged Spotify to create top-of-mind awareness among its targeted audience, and land the message that it has “something for everyone”. The case study explores how Netflix leveraged audio marketing to engage with existing consumers and acquire new viewers, through interactive formats on Spotify.
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