Netflix's K-Drama Exclusivity Strategy and Customer Loyalty
DOI:
https://doi.org/10.36555/almana.v10i2.3075Keywords:
Content Exclusivity, Consumer Loyalty, Platform EconomicsAbstract
The intensifying competition in the Indonesian video streaming industry has made customer loyalty a critical success factor, with exclusive content emerging as a key differentiator among platforms. This study aims to analyze Netflix's K-Drama content exclusivity strategy in the Indonesian market and its role in shaping sustainable customer loyalty. Employing a qualitative case study approach, data were collected through in-depth interviews with seven active Netflix subscribers and secondary data from industry reports, public documents, and media coverage for the 2022–2025 period. The findings reveal that Netflix implements exclusivity through three main pillars: original production, exclusive rights acquisition with windowing strategies, and algorithmic curation. K-Drama functions as a strategic Value Unit, creating artificial scarcity, while customer perceptions are divided into two loyalty clusters: platform-loyal and content-loyal. Sustainable loyalty is formed through the Customer Loyalty Loop cycle, reinforced by Fear of Missing Out (FOMO) as an emotional driver, along with psychological and social switching costs. This study concludes that K-Drama exclusivity strategies serve not only as customer acquisition tools but also as effective retention mechanisms through creating defensible network effects, contributing to the literature on platform economics and loyalty strategies in the digital streaming industry.
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