Table of Contents
1.1 Background 2
1.2 Company Description 2
1.3 Problem statement 2
1.4 1.4 Research question 3
1.5 1.5 Organization of report 3
2 References 4

1.1 Background
This study, which was conducted as part of a Business Research 2 class at Amsterdam University of Applied Sciences, examines the factors that led to Netflix's significant decline in revenue as well as the company's decision to let go of some of its employees as a result of this decline. We were given a collection of five different case studies to select from, and we were instructed to choose one of them to utilize as a springboard for a more in-depth inquiry into the issue, its roots, and any potential solutions.
1.2 Company description
Netflix, Inc. is a production company and internet streaming service based in Los Gatos, California. Reed Hastings and Marc Randolph founded Netflix, Inc. in Scotts Valley, California in 1997. Through distribution agreements and Netflix Originals, it gives its users access to a collection of movies and television series (Lobato & Lotz, 2020). The global firm provides users with access to streaming media, DVDs, and television shows on demand through the internet. Specifically, Netflix enables users to make full use of the internet to view an almost infinite library of television series and motion pictures (Evens, et al., 2021). In addition, the business has its own movie collection that subscribers may access and see instantaneously on their computers. Over 93 million people across 190 countries are Netflix members (Widia, et al., 2021). The firm is now the largest provider of internet television services worldwide, with operations in over 193 countries.
1.3 Problem statement
According to BBC News (2022), Netflix announced another round of layoffs at the beginning of this year as the firm continues to struggle with poor growth and increasing competition. Following the layoff of 150 employees in May, the streaming powerhouse said in June that it would lay off another 300 employees (about 4% of the workforce), mostly in the United States (Widia, et al., 2021). This comes after the company reported its first loss in subscribers in more than a decade in April. In order to grow, the firm is contemplating introducing a freemium version supported by adverts and is restricting password sharing. Netflix said it would continue to spend aggressively in the company and has implemented these steps to align expenditure growth with slower revenue growth. The corporation also said it will continue to hire in other sectors. With 220 million members, Netflix is the market leader in streaming, but it has faced fierce competition in recent years from the likes of Disney Plus and Amazon Prime Video (Meng, et al., 2022). In addition to losing customers, the company has recently enacted a series of price increases in the United States, the United Kingdom, and across the world.
Following a 200,000 decline earlier this year, the business expects another two million subscriber losses in the three months ending in July. Even in the United States, where overall streaming subscriptions have stayed steady (unlike in the United Kingdom), Kantar research firm polls consistently mention cost savings as the most prevalent reason for canceling streaming services (kantar, 2020).
1.4 1.4 Research question
1. Why Netflix is suffering from financial difficulties and firing employees?
1.5 1.5 Organization of report
The following is an overview of some of the chapters that will be covered in the next three chapters that are all connected to Netflix:
In chapter two, we will lay out the theoretical and conceptual frameworks that are necessary to answer the research question that was posed in chapter 1.4 of this report. Additionally, we will provide summaries of two articles that separately address this instance and issue.
The third chapter will provide a descriptive analysis of the variables that were used in the study, as well as the findings and theoretical implications of that analysis. Finally, the conclusion chapter will provide an overview of the data and how it connects to the research question and problem statement, as well as describe the key findings of the article and examine the issue that was brought up in the first chapter.

2 References
BBCNews, 2022. Netflix cuts 300 more jobs after subscriptions fall. [Online]
Available at:
[Accessed eo JUNE 2022].
Evens, T., Henderickx, A. & De Marez, L., 2021. Generation stream: the audiovisual repertoire of teenagers. Journal of Broadcasting & Electronic Media, 65(2), pp. 185-204.
kantar, 2020. Netflix is winning the video streaming wars. [Online]
Available at:
[Accessed 04 March 2020].
Lobato, R. & Lotz, A., 2020. Imagining global video: The challenge of Netflix.. JCMS: Journal of Cinema and Media Studies, 59(3), pp. 132-136.
Meng, H., Zhang, J., Zhang, Y. & Zhou, W., 2022. An Assessment about the Business and Profitability Analysis for Netflix. In 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022, pp. 467-477.
Widia, F., Rosanensi, M. & Rahmawati, L., 2021. Netflix's Strategy to Dominate the World's Entertainment Media Market After the Death of Blockbuster. JBTI: Jurnal Bisnis: Teori dan Implementasi, , 12(3), pp. 155-171.
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