Context

Netflix’s challenge isn’t content volume — it’s maintaining relevance in a new generation landscape shaped by social, participatory, and low-commitment platforms.

Netflix

Client

Research synthesis, insight framing, and product-level recommendations.

Role

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Task

Find where Netflix's product experience falls out of step with how new generation actually watches, and turn that into concrete, testable opportunities, not just observations.

We started from behavior, not the product: how this audience discovers, shares, and commits to what they watch, and where each of those breaks inside Netflix today. That mapped to three failure points, discovery, social viewing, and time commitment, each rewritten as a product opportunity to make watching feel more active and shared.

Approach

Outcome

A diagnosis of where attention breaks, translated into testable product concepts that move Netflix from something you passively consume toward something you participate in.