Netflix Creative Strategy
Exploring new product territory for the streaming giant’s next chapter.
Overview
Netflix is expanding well beyond its core streaming library: Live, Podcasts, Gaming, and short-form formats. Each represents a fundamentally new content category, a new audience relationship, and a new design challenge. I was brought in to help identify the content experience opportunities for these emerging lines of business: analyzing competitive landscapes, synthesizing audience insight, and developing recommendations that help cross-functional teams align on creative and content approaches for these new lines of business.
My role
Analyzed competitive UX and content trends across new entertainment formats including Livestreams, Podcasts, Gaming, and short-form
Synthesized qualitative research into actionable experience design recommendations for cross-functional teams and senior stakeholders
Partnered with product and creative teams to drive alignment on content experience vision for ambiguous, 0-to-1 product spaces
Researched and developed creative briefs for tentpole MLP campaigns, shaping promotional narrative and tone for a global audience
Key Insight
"New format, new language: every product needs its own voice."
Each new entertainment category Netflix enters requires a distinct content experience strategy. Live events demand urgency. Podcasts demand intimacy. Gaming demands agency and identity. My work was about helping Netflix articulate those distinctions clearly and consistently.
Research & Insights
Making the research actionable
Competitive analysis alone doesn't move teams forward. I translated qualitative findings into clear experience principles, giving product managers, designers, and writers shared language for decisions that would otherwise stall in review.
Content Strategy
Framing the product before it exists
In a 0-to-1 environment, content strategy is product strategy. I analyzed the terminology systems, tone frameworks, and content standards that are proven in the market to all teams to move quickly when designing the content and design system.
Cross-functional alignment
Getting teams to yes, faster
Senior stakeholder presentations are where strategy either earns trust or loses it. I structured and delivered recommendations that gave leadership a clear picture of the opportunity, the risk, and the path forward, creating alignment on product and creative direction in complex, multi-team environments.