ปัจจัยแห่งความสำเร็จของแพลตฟอร์มสตรีมมิ่งวิดีโอ  กรณีศึกษา: กลยุทธ์ทางการตลาดของ Netflix, YouTube และ Disney+

Sarayoot Ratsamee

Authors

Sarayoot Ratsamee Faculty of Education, Khon Kaen University

Keywords:

video streaming platforms, marketing strategy, business model, digital marketing, consumer behavior

Abstract

This study aims to (1) examine the marketing strategies of video streaming platforms using case studies of Netflix, YouTube, and Disney+, and (2) propose strategic approaches applicable to the context of digital businesses in Thailand. A qualitative research methodology was employed, focusing on in-depth analysis based on the conceptual frameworks of the 8P’s Marketing Mix, STP, SWOT, business model, and strategies for branding and consumer loyalty. Data were collected through observation, documents, textbooks, and relevant research studies. The findings revealed that each platform employs distinct strategies that emphasize value creation and responsiveness to the diverse needs of their target audiences. For example, Netflix adopts a subscription-based model that emphasizes the production of original content and uses an AI-driven content recommendation system; YouTube utilizes an ad-supported model with user-generated content; and Disney+ employs a hybrid model combining subscriptions and advertising, along with content licensed from well-known franchises. The lessons learned from these platforms can be applied to digital media businesses in Thailand, highlighting the importance of adopting flexible business models, creating unique content, leveraging technology to enhance user experience, building customer loyalty, offering appropriate pricing and packages, adapting to competition, and developing clearly differentiated brands. The success factors of video streaming platforms can be summarized as follows: (1) the ability to respond to rapidly changing consumer behavior, (2) the use of advanced technology to enhance user experience, (3) ongoing strategies for branding and customer loyalty, (4) effective content and copyright management, and (5) clear and distinct market positioning. These elements are essential for success in the digital media industry.

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