Insight

Netflix engaged our strategy team to take a deep dive into what multicultural marketing means, through an entertainment industry lens, around different regions of the globe. We first created a global definition of multicultural marketing, then examined how that definition applies to each region, using both quantitative and quantitative resources, to identify:

• What constitutes a multicultural audience in each key territory?
• Which segments are trending upward the should be marketing priorities?
• What moves these consumer segments to respond positively to marketing?
• Last, looking across the different global regions, we identified which audiences and segments have truly global (or at least multi-regional) impact.

These insights will be used to guide not only marketing decisions, but acquisition and content decisions as well.