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Social Media and Marketing Costs in Action

Netflix launched its social media strategy in early 2008 and since then, social media (e.g., offers on Facebook) has emerged as one of the most effective channels for Netflix to acquire new subscribers. While the retention rates for subscribers acquired through social media could be above average (given that a user is incentivized to become sub), cost of acquisition is much lower comparatively, making it a more lucrative customer acquisition channel compared with other channels such as direct mail, TV, or affiliates.

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