Case Study: Netflix boosts merchandising revenue and fan engagement with Qloo's AI-driven audience insights

Netflix boosts merch relevance with Qloo's AI-driven audience insights

Netflix faced the challenge of extending its data-driven personalization from its streaming platform to its merchandising efforts. Its own viewer data could not fully capture the broader cultural tastes of its global audience, which was critical for developing products that would resonate with fans. To address this, Netflix partnered with vendor Qloo and its Taste AI service to gain these deeper audience insights.

Using Qloo's AI-powered cultural database, Netflix gained insights into viewer preferences beyond streaming, which directly informed its merchandising strategy. For example, Qloo's data revealed the American audience for Bridgerton preferred coffee over tea, leading to a successful partnership with International Delight. Qloo also identified that Vans would resonate with Stranger Things fans, resulting in a popular footwear collection. This allowed Netflix to create deeply relevant products, strengthen fan engagement, and significantly grow its non-streaming revenue.

Netflix