Discord is a massive platform (and untapped opportunity for Netflix) with millions of young, diverse fans already discussing and debating and our titles around the globe.
After "lurking" in our largest fan communities (i.e. https://discord.gg/netflix), we noticed that our binge model and global licensing agreements were making it difficult for people to connect over our stories in real time.
While new competitive streamers were working to catch up to our variety and quality of content, we set out to superserve the next generation of global entertainment fans with a first-of-its-kind utility, an official Netflix bot for Discord.
Our simple strategy was to help fans everywhere find something to watch and discuss, together.
We workshopped different ways to help fans around the world:
DISCOVER something new to watch on Netflix
GO DEEPER on Netflix titles you love
CONNECT with others over Netflix fandom
But we ended up developing a single utility that could do all 3!
The “Hey, Netflix” app solves the unique problems our Discord communitites were facing by identifying titles available across the participants different marets and opening dedicated threads to chat without spoiling it for others.
The fastest-growing branded app on Discord.
After just 1 month in the Discord App Directory, the bot has been added to more than 150,000 servers with 250,000 sessions and counting.
Our social asset was posted across social with the following results:
And the windfall from our social posts boosted the largest fan server by more than 2,000 new members.