Netflix UX Segmentation Case Study

A Global Segmentation with—and for—UX Designers


Netflix is one of the world’s most disruptive and fast-moving companies. To uncover opportunities to innovate and ensure a great experience for its 125 million members in nearly 200 countries, Netflix’s UX Design Team sought a deep understanding of its diverse members.

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Our partnership with CMB was integral in successfully executing a global segmentation project with so many complex, moving parts- behavioral and attitudinal data, qual and quant approaches. The team at CMB were equal thought partners throughout this journey, helping us balance our business goals with unique strategies that could really inspire meaningful innovation at Netflix. As part of a transparent culture at Netflix that moves fast, values impact over process, and is “highly aligned but loosely coupled”, we have found CMB to be great cultural partners in addition to the methodological skills they bring to the table, always iterating and adapting as our goals evolve. Thanks, CMB, for an awesome partnership!

Siddhi Sundar, Consumer Insights at Netflix


CMB partnered with Netflix on a multi-phased global segmentation initiative designed specifically  for—and with—its UX designers. We first paired Netflix’s behavioral data with a comprehensive attitudinal and behavioral survey fielded in multiple countries. Then, CMB met with Netflix researchers and UX designers for highly collaborative in-depth analysis workshops to identify the best segmentation schemes. A robust qualitative exploration was then used to truly bring the segments to life. Ultimately, CMB and Netflix uncovered a global segmentation scheme with distinct and actionable segments by member type, platform, and market.


Results from the global segmentation were socialized across Netflix via compelling videos, virtual reality experiences, and in-depth illustrations. After a highly immersive socialization, Netflix UX designers have a strategic understanding of how members consume and interact with Netflix—a critical roadmap to creating compelling and personalized experiences that resonate.