Netflix Engagement Strategy: Pick a Member Segment and Features That Lift Viewing

Netflix wants its members to engage more with the service. What would you do to raise engagement? ```hint Pin down engagement first Hours watched, days active and how quickly someone finds a title to play are different goals that lead to different products. Decide which one matters most to a subscription business before choosing who to build for. ``` ### Clarifying Questions - Which meaning of engagement matters most here: hours of viewing, the number of days members open the app, or members staying subscribed month after month? - Is the scope the core streaming experience, or also Netflix's newer areas such as games and live events? - Should the answer focus on a particular market, device (TV, mobile, web) or plan, such as the ad-supported plan? - Is there a known problem behind the ask, such as a recent drop in engagement, or is this open-ended growth? ### What a Strong Answer Covers - A definition of engagement tied to retention and revenue, and why raw viewing hours alone can mislead. - A justified choice of member segment and moment in the viewing journey, rather than features for every member. - Pain points grounded in how members actually use Netflix, such as browsing without finding something or finishing a series and drifting away. - Prioritized solutions with a north-star metric, guardrails and an experiment plan that can see cancellations. - Risks such as autoplay fatigue, recommendations that narrow taste, and engagement gains that do not keep members. ### Follow-up Questions - Your feature raises viewing hours but cancellations do not change. Did it work, and what would you do next? - How would you test a home-screen change when behavior differs so much between TV, mobile and web? - How would your approach change for members on the ad-supported plan, where viewing time also drives ad revenue?