Week 11
Growth Hacking
Intermediate Assignment
Prepared by:
Dewo Suryo Pawekas
Team 3 - Amsterdam
Table of Contents
About Netflix
Vision:
“Entertain the world”
Mission:
“Give access to best-in-class TV series, documentaries, feature films and mobile games.”
Netflix is an American subscription streaming service and production company based in California. Since 1997, Netflix had 222+ million subscribers worldwide.
Netflix can be accessed via web browsers or via application software installed on smart TVs, set-top boxes connected to televisions, tablet computers, smartphones, digital media players, Blu-ray players, video game consoles and virtual reality headsets on the list of Netflix-compatible devices.
Case Study
Currently, Netflix has 500.000 weekly active users and baseline Show Watch Rate of 30,5%.
As a Product Manager for Growth at Netflix, I want to implement growth hacking tactics to improve one of their product metrics, Show Watch Rate, which means the percentage of users who open at least 1 show/movie to watch after starting a session on Netflix.
For this initiative, I will implement the HOOK Model to raise user engagement with Netflix content & implementing A/B Testing on the App Homepage to increase the Open Rate for movies and TV series.
HOOK Model
Acquisition
Activation
Retention
Referral
Revenue
Show Watch Rate
AARRR Framework Implementation
Current HOOK Model
Action:
Variable Rewards:
Investment:
External Triggers:
Internal Trigger:
SWOT Analysis
Strength:
Continuous investment can take effect on the recommendation engine, which means will be resulting a more personalized algorithm. In the future, this result will lead to an increase in the percentage of Show Watch Rate.
Weakness:
The personalized algorithm is only consumed by users that have been personalized. It’s caused by recommendation engines only taking the data from internal users.
Opportunity:
Utilizing users by giving friends activities like Spotify. Users can see what’s their friends activities from their home page and they can click on what movies or series their friends watch.
Threat:
If there’s no AHA Moment, it leads to a chance for users to leave Netflix and increases the percentage of churn rate. It’s caused by a personalized algorithm that only gives a little chance for users to get their AHA Moment.
A/B Testing Preparation
Hypothesis
“If we build the “Friend Activity” feature, we will get our users to view movies or series descriptions and watch them based on what their friends are watching, which will increase Show Watch Rate by 5% because it’s more straightforward for users to watch another genre of movies or series”.
Friend Activity Feature
Concept:
Showing the movies or series has been watched by the user’s friends on the Netflix homepage. This concept is adapting to the “Friend Activity” feature on Spotify.
Current Feature
Feature to be changed
Proposed Feature
Feature Descriptions:
This feature is easy to see by Netflix users because it’s located on the homepage. This feature includes movies or series poster and title, friend’s name, and last time watched. Implementing this feature can help to increase our metrics, Show Watch Rate by 5%.
Flow Descriptions:
Thank you!
Dewo Suryo Pawekas