Social Media Audit

Netflix Indonesia Social Media Strategy Analysis

A comprehensive audit of Netflix Indonesia’s social media performance across multiple platforms, including audience analysis, content strategy evaluation, competitive benchmarking, and strategic recommendations.

Audit Period: December 1, 2022 – January 14, 2023
By Tisna Sulegar

Business Overview

Netflix is a global streaming service offering award-winning TV shows, films, anime, documentaries, and more across thousands of internet-connected devices. Originally founded by Reed Hastings and Marc Randolph in California, Netflix started as a DVD rental subscription service before evolving into one of the world’s leading digital entertainment platforms. Netflix officially entered the Indonesian market in 2016 and continues to expand its audience through digital marketing and social media engagement.

Target Audience Analysis

Demographics

Male & Female

Location: Indonesia

Gen Z (18–21)

Millennials (22–38)

Low to middle income

Behavior

Users frequently browse online to search for movies and TV series. Netflix uses AI-based recommendations to personalize content suggestions based on their viewing history.

Psychographics

Movie lovers who prefer streaming at home rather than going to cinemas. Price-sensitive audiences looking for high-quality entertainment within a limited budget.

Social Media Presence

Facebook

@NetflixIndonesia

Instagram

@netflixid

Twitter

@NetflixID

YouTube

@NetflixIndonesia

TikTok

@netflixid

Content Strategy

Captions use a friendly, casual tone with simple and humorous language.
Most content consists of movie clips, short video edits, and memes.
Visual branding consistently uses Netflix’s red, white, and black color scheme.
Content leverages platform features such as Reels, Stories, Shorts, Live streams, and playlists.
CTA posts promote newly released movies and upcoming series.

Performance Highlights

85.9M

Facebook Followers

1.27M

Instagram Followers

1.97M

Twitter Followers

498K

YouTube Subscribers

1.50M

TikTok Followers

Competitor Analysis — Netflix vs Viu

The main competitor analyzed in this audit is Viu, another streaming platform focused primarily on Asian dramas and Korean content.

Netflix produces significantly higher engagement across most social media channels.
Viu relies heavily on quizzes and giveaways to boost engagement.
Netflix focuses more on movie and series clips, while Viu promotes Asian dramas.
Netflix is particularly active on Twitter and Instagram, posting more than 6 times per day.

Key Insights & Recommendations

Netflix dominates in total engagement and follower size compared to Viu.
Instagram and TikTok show the highest engagement performance.
Facebook engagement rate remains relatively low despite having the largest audience.
Increasing interactive content such as polls, questions, and community discussions could further improve engagement.
Maintaining consistent brand visuals across all social media platforms would strengthen brand identity.