Case Study: Netflix elevates merchandising and boosts fan engagement with Qloo

Netflix and Qloo elevate merchandising with AI-driven audience insights

Netflix sought to extend its highly personalized content experience into its merchandising strategy. The challenge was that its own viewing data did not capture the broader cultural tastes of its global audience, making it difficult to create resonant products and partnerships. To address this, Netflix turned to vendor Qloo and its Taste AI service.

Qloo's AI-powered insights provided Netflix with a deep understanding of audience preferences outside of streaming. This led to successful, data-driven merchandising decisions, such as partnering with Vans on a Stranger Things footwear collection and pivoting from Bridgerton-themed tea to coffee products for the American audience. The Qloo solution enabled Netflix to create highly relevant merchandise, deepening fan engagement and driving significant incremental non-streaming revenue.

Netflix