Multicultural consumers are a large and growing segment of the US market, and are transforming the American mainstream. More than 50% of millennials are mulitcultural and 21 of the top 25 metro areas have more multicultural residents than non. There’s no question that many leading brands are tailoring products and services to this important demographic. Especially for millennials, these brands want to engender loyalty early-on while a group is establishing and growing their buying power.
Netflix is an example of a brand that is doing a fantastic job tailoring to unique audiences. From its humble beginnings as a simple mail-order movie rental to the streaming and content giant it currently is, Netflix has kept its eye on demographic trends and changes in consumer behavior to challenge even the most established content publishers and producers. Closely monitoring consumption, Netflix uses content to build its brand while attracting new customers and retaining a solid base.
We were curious to understand the differences in the audiences for some of Netflix’s proprietary shows, so we turned to our insights app, PersonaBuilder, to take a peek behind the curtain. PersonaBuilder offers consumer insights from the integration of social media behavior with a variety of third party data sets to offer a holistic view of who a group actually is, what they like and what makes them tick. In this case, we started by looking at people who engage with Netflix and found a young, affluent group with a 52 – 48% split female to male, and who are primarily white.
These people are definitely interested in entertainment, as their top interests attest: To really engender loyalty with important market segments, let’s take a look at what Netflix has done with some of its proprietary programming, starting with Luke Cage. Luke Cage is one of Marvel’s first African American superheroes. Jason Tanz’s take on the series illustrates the cultural shift in these and other shows: “Luke Cage is fundamentally a four-quadrant-seeking, crowd-pleasing, big-tent affair, like Empire, Power, or the Thursday-night Shonda Rhimes–fest on ABC. The success of those shows suggests that we may have finally entered a new epoch in the 21st century’s golden age of television. For years, the nascent medium of prestige TV drama was defined by what author Brett Martin has called difficult men—grimly captivating white guys like Tony Soprano, Don Draper, and Walter White, struggling to find a foothold in a culture and economy that were leaving them behind. That was before Netflix and Amazon and their respective breakout hits, Orange Is the New Black and Transparent, proved that hit dramas could move beyond straight white men.”
In fact when we look at Luke Cage fans, we find an audience that is mainly young men, has much stronger African American representation and a completely different tastes in interests:
While Master of None, starring Aziz Ansari, is tailored made for yet another audience segment. Young, affluent and often Asian, this audience is interested in politics.
They are also present in some media markets that are less enamored with some of Netflix’s other shows.
One of our favorite shows from Netflix is Narcos, based on the real-life story of the capture of the Medillin drug cartel leader Pablo Escobar. The appeal to history buffs is apparent, but also to Hispanics. We decided to take a deep dive into the Hispanic fanbase of this popular show and found that they love sports, music and media.
Hispanic Narcos fans are also present in media markets that may not be highly represented among fans of other shows. Netflix is just one example of a brand that has used some very smart insights and targeting to establish loyalty with the increasing numbers of multicultural consumers in the US. As these consumers continue to grow in numbers and buying power, the need for nuanced and culturally aware offerings has never been greater.