The company statement credited Bennett with "helping to make Netflix a much-loved brand – and pioneered the company's campaigning approach to the launch of its original content." First off, the new CMO will have to help Netflix fend off a series of deep-pocketed new competitors, many of them former Netflix programming partners and providers. But both are expected to keep back some movies and TV shows, create original programming and provide much more competition for subscriber dollars. As Netflix moved to create original content, Bennett also presided over the company's lavish awards-season campaigns designed to signal to subscribers that they were getting top-quality shows worth watching. That overseas dependence almost certainly will only increase as Netflix faces more competition in the U.S. market.

Source: Forbes March 07, 2019 18:40 UTC