Case Work By: Academics Team of Product Space

Context
CASE STUDY
22 August, 2025
( Case is set 1 year in future)
This afternoon’s Monthly Review with Ted &
Greg was awful for Nikhil Yash, the President of
the Netflix India business. Revenue for the last

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8 months has flat-lined & Renewals are

India dropping. The meeting ended abruptly when

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Ari Gold, his counterpart for the Canada
business was asked to start with his

resurgence presentation, while the India team was politely

requested to email their Slides to Ted’s

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Executive Assistant. Even Greg Peters (who
Handcrafted by Product Space, for IIT Roorkee admires Nikhil’s obsession with the Indian
24-Aug-2024 movie audience) had NOT spoken up in support
All characters, contexts and situational storytelling is purely for
or encouragement. Their Independence Day
academic purposes. This has nothing to do with the real release on a nationalistic theme with a ₹900
organization Netflix and has been created purely as a tool for Crore budget and Aradhyay Kumar as the
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learning.
Khiladi Lead has just totally misfired and their
campaigns failed to excite the Indian
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mainstream. Onpage traffic had gone up only
20% despite huge Marketing spends and
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Payment Page conversions increased

marginally by 3% for only the first 2 days of the
release. It was a grim Friday. Nikhil decides to
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take on the situation and immediately asks his 2

key persons Prithvi Anand (Chief of Product) &
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Sakshi Yadav (Head of Content & Marketing) to

bring along their best Product Managers and
Problem solvers for a Whiteboarding meet.
PR

India Team, 23rd August

Internal Brainstorming
Adi - a 23 yr old Growth PM, Nitin - a 25 yr old
Core PM and Sidd 27 yr old Marketing Lead,
usually hate doing late evening meetings on
Fridays, especially when not pre-scheduled.
(They both love their Netflix product though
Case Work By: Academics Team of Product Space

and they also admire Nikhil. The reason they ● Identify a sharp User Persona in
had left their jobs at JIO, Hotstar and Amazon relation to your problem statement.
respectively, was to work along with Nik. So Identify current Power Users, Explorers
when they came in for the 6pm brainstorm, and untapped users
they didn’t hold a grudge.) ● Conduct basic research and develop a
hypothesis. Refer to the Appendix Data
The meeting - despite the intensity and
for directional inputs, though you
pressure - was quite productive. As always Nik,
needn't get pedantic about data and
very clearly defined for them, the 3 problems
bake some reasonable estimates /
to solve

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assumptions too
● Daily Avg Traffic (Unique Users) has to ● Build your solution and a reason why

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be improved from 100K per day to you believe it's a winner
125K per day. Assigned to Sidd.
● First Time Subscription needs to
improve from ₹57.8 Lacs / Day to ₹72.3 What you need to Present
Lacs / Day. Assigned to Adi & needs to

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● Problem Statement Chosen i.e. Sidd’s
be solved independent of Sidd’s work.
problem. Adi’s problem or Nithin’s
● Repeat Subscription needs to move
problem.
from ₹57.8 Lacs / Day to ₹72.3 Lacs /
● Why you chose this (OR these)
Day. Assigned to Nithin & needs to be
problem(s) to solve
solved independent of Adi & Sidd’s
● Research & Analysis done, if any
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work
(preferably Primary Research)
Operating Constraints ● The User Persona pertinent to each
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- Cricket broadcast rights have gone to ● Sub-problems and hypotheses
JIO & Netflix has chosen not to drain ● Your solution(s)
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capital in such high budget properties ● Your prioritization and plan

- Production budget for the year is
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capped out
- Content Library and new releases can’t
Tips & Notes
be changed for next 6 months. It has a ● Break down the problem, into
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minimum 6 month TAT cycle to refresh sub-problems and Hypotheses

with new content ● Have fun doing this. Its meant to make
PR

you think and express the most creative

solutions for an entertainment OTT App
What you need to do which is operating at the scale of Netflix
● Understand the operating constraints
and levers well before solving. Think
● Choose a Problem statement. You can big, but not expensive
do all 3 for the submission too, but final ● Data provided is purely fictional and for
presentations would be only on the academic purposes. That said, make
“Primary” problem chosen by you as an assumptions based on real-world
IIT student/group (max group of 5) understanding of the concerned players
Case Work By: Academics Team of Product Space

in the market and dynamics of the

Indian Audience

Appendix
1A. Chose Plan Page for India

2A..

India Business

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Units (India only) Current Baseline

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New Traffic per day 100,000
First Conv % 20%
First time Subscriptions 20,000
Repeat Conv % 30%

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https://www.netflix.com/signup/planform Repeat Subscriptions per day 6,000
Total Subs per day 26,000

1B.. Avg Subscription Value ₹289.0

Plan Distribution of First & Repeat Buyers: Daily bookings (Lacs) ₹75
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Market Mobile Basic Standard Premium Monthly bookings (INR Crore) ₹22.54
India 40% 30% 20% 10%
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Pakistan 45% 35% 15% 5%
3. Definitions
USA NA 60% 30% 10%
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● Subscription: Purchase of any plan

Canada NA 50% 35% 15% ● Bookings: This is revenue that is booked, but not
realized. For simplicity don’t worry about
UK NA 60% 25% 15%
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Accounting issues.
Australia NA 55% 30% 15% ● Conversion: (Purchase of Subscription)/(Unique
Visitors to the Choose Plan Page)
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● Traffic = Unique Visitors

● Average Subscrption Value is (Bookings
Revenue) / (Subscriptions)
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● Subs = Subscriptions