Netflix revolutionized the entertainment industry by transforming content delivery and setting a new standard for streaming services. As competition rises and subscriber growth slows, the company is adopting a new strategy—leveraging its own viewers as marketers.

Sounds interesting, doesn’t it? Let’s explore how they did it.

The Role of Viral Marketing

Viral marketing has reshaped how brands engage with their audience, and Netflix is no exception. Shows like Stranger Things and Squid Game gained massive traction through organic social media buzz. Traditionally, Netflix relied on external platforms like TikTok, Instagram, and Twitter to drive engagement. Now, it is taking a more direct approach with its Moments feature.

What Are “Moments”?

Moments is a Netflix feature that allows users to clip and share their favorite scenes from shows and movies. These clips can be easily shared across social media platforms, driving traffic back to Netflix and increasing engagement.

A recent job listing for a product manager to expand content-sharing capabilities signals Netflix’s commitment to integrating social engagement within its platform. The goal? To create a self-sustaining cycle where viewers promote content they love, inspiring more people to join the conversation—and ultimately, subscribe.

The Shift Toward Social Integration

Netflix has traditionally avoided becoming a social media platform, prioritizing content distribution over engagement—unlike YouTube or TikTok. However, the Moments feature suggests a shift in perspective.

If Netflix fully embraces user-generated content, it can unlock significant marketing potential:

1. Community-Driven Discovery: Widely shared clips expose trending content to a larger audience.
2. Influencer Engagement: Partnering with creators can enhance word-of-mouth marketing.
3. Fandom Monetization: User-generated content could open new revenue streams, similar to YouTube’s creator model.

What’s Next?

Netflix has a track record of pivoting for growth—shifting from DVDs to streaming, introducing an ad-supported tier, and cracking down on password sharing. If the Moments feature succeeds, we could see deeper social integration within the Netflix experience.

For digital marketers, this is a case study in innovation. By turning consumers into brand advocates, Netflix is tapping into one of the most powerful marketing strategies—peer-to-peer recommendations. If executed well, this could redefine how streaming platforms engage with audiences in the digital era.