Netflix ran a 60-day acquisition campaign on NEXUS to expand its premium subscriber base across international markets. The campaign focused on audiences with strong digital subscription habits while highlighting exclusive content and personalized viewing experiences.
With a $576,000 budget, Netflix efficiently drove high-value subscriptions and maximized revenue from its international audience.
Campaign Objective and Setup
The objective was to acquire new premium subscribers while emphasizing Netflix originals, international content libraries, and personalized streaming experiences tailored to regional preferences.
Audience Targeting Strategy
NEXUS targeted SaaS Subscribers and General Subscribers, capturing audiences familiar with recurring subscription models and premium digital services. Segmentation ensured campaigns reached viewers with strong engagement potential and conversion intent.
Content and Market Positioning
Ad creatives emphasized exclusive Netflix originals, international content, and market-specific recommendations. Messaging highlighted unique offerings to differentiate Netflix from competing streaming platforms. Campaigns were localized to showcase regional productions alongside globally popular series.
Campaign Execution
- Custom Audience Targeting: Reached users already familiar with subscription platforms, resulting in 78% weekly viewing engagement rates
- SaaS Subscriber Segmentation: Ensured audiences were comfortable with recurring payments, reducing subscription friction and boosting conversions
- Global Localization: Tailored content messaging for regional preferences, improving engagement and relevance across multiple markets
Campaign Results
Over the 60-day campaign, Netflix achieved:
- 5,200 new premium subscribers
- $1,040,000 in subscription revenue
- $200 average revenue per user
- 1.8× return on ad spend
- 42.8 million impressions across entertainment and streaming platforms
- 3.9% click-through rate
Observations
Targeting subscription-savvy audiences with content-focused messaging and regional localization enabled Netflix to drive high-value subscriptions while maintaining strong engagement. The campaign demonstrates that streaming platforms can achieve sustainable growth by combining audience segmentation with personalized content experiences.
