Ways to Increase Customer Engagement in Global Video Streaming Industry through Social Media in Different Countries: the Case of Netflix

Today, companies operating on the Internet should pay great attention to their customers. They have to follow the latest trends, learn customers’ desires, improve their technical equipment, offer unique services to stay afloat. New era’s technologies offer users a lot of services and products. This is both a great opportunity for the pioneers, but also increases the risks for the already formed company. A successful company needs to have a trump card in the form of the buyer's commitment to their brand and the services/products they offer. Online TV is at the peak of popularity, and companies are facing the problem of migrating viewers from one platform to another. All this became possible in connection with the latest events in the world. The pandemic has become a starting point for filmmakers to enter the online space. There were two tasks for already established companies: to attract new users who had previously neglected this type of leisure. The second important task was to retain the " old " customers. While some companies saw a 200% increase, others lost about 20% of their users. An emerging market, a technology boom, a pandemic - all this is a ground for thinking and research on how to attract the attention of the customer, keep it, and what factors affect user engagement.