Netflix leads because it doesn’t follow. It’s focused on growth that is brand-right, audience-right, business-forward, and has yet to be realized by industry competitors because it’s myopically driven to be a category winner.

The bigger brand picture

The House of Netflix is always in build mode. Netflix House’s first two locations in King of Prussia, Penn., and Galleria in Dallas, Texas—set to open in 2025—are just the beginning of what could become a themed experience empire.

For brands seeking differentiation in contracting and saturated industries, Netflix’s approach shows how playing to strengths is the ultimate competitive advantage, innovating is as much about the process as the output, and growing beyond your category is an exercise in getting closer to the consumer and culture.

It means Netflix:

• Treats its audience as fans
• Creates with culture at the core
• Knows who it’s competing against and what it’s competing for
• Tests and learns to iterate toward a bigger vision
• Builds beyond its category not as an option, but as an imperative
• Looks at a strong brand as a catalyst for growth

Netflix’s ability to determine right-fit brand expansion comes from understanding its audience, having a clear vision for its brand, and identifying untapped market opportunities that give it room to grow. Next in the queue? We’ll have to tune in to find out.