Saturday, November 03, 2012

The Best Way to Predict the Future is to Create It

Netflix popularized binge viewing.

It’s a consumption model in which every episode of a show is released at once. Fans are encouraged to catch up on their favorite programs by completely immersing themselves in the universe of the characters, plowing through entire seasons in marathon sessions.

It’s cheap, easy, satisfying and completely reinvents the viewing experience. And as a result, Netflix now accounts for more than thirty percent of all web traffic during the week. That’s more than any other website in the country.

The genius of this strategy is, Netflix didn’t just give more options to their customers, they instilled new habits in their customers, and then positioned their offerings in alignment with those habits.

The best way to predict the future is to create it.