Netflix marketing shift

 

Marian Lee The New York Times spoke with Netflix chief marketing officer Marian Lee about the streamer's shift in promotional strategy.  Lee is the company's third executive to hold the chief marketing position in just three years. While Netflix once relied primarily on word-of-mouth, and positioning on the platform itself, as its primary marketing tool, newer shows such as "Wednesday" and films such as "Glass Onion: A Knives Out Mystery" have earned larger-scale campaigns, and even brief attention-grabbing theatrical releases. Nonetheless, Netflix's marketing budget -- around $2.5 billion in 2022 -- remains relatively small compared to its spending on content, which comes in at around $17 billion per year. Lee previously served as global co-head of music at Spotify before being recruited to join Netflix.