Netflix will bypass traditional advertising to use a 100 percent digital campaign for its launch this week in Australia.
The digital-only advertising strategy is said to rely on the “stickiness” of new subscribers to the streaming broadcaster.
Netflix says recent research shows consumers signing up through digital messaging have tended to be more reliable and longer-term than those reaching Netflix through other marketing channels.
Netflix product innovation VP Todd Yellin said the company had heavily researched consumer attitudes in Australia.
