2 Executive Summary Netflix is a popular streaming service that provides a subscription-based strategy for watching TV series and films. Despite tough competition from similar services like Apple TV, Amazon Prime Video and HBO. Netflix has made a name for itself in the streaming video entertainment sector, especially during pandemic Netflix has the biggest growth ever, since the company was established. However, Netflix will have to face a cut down of membership subscription in 2023 due to a slowing membership expansion, increased pressure on average revenue per user, and challenges finding content while balancing rising costs. This paper examines Netflix's competitive strategy, strategic grouping, and driving forces, as well as how they may affect future industry profitability and competition intensity. To assess Netflix's present market position, a SWOT analysis is performed. The competitive edge Netflix has over rivals like Amazon Prime Video and Disney Plus is due to its constant innovation and wealth of original content. Additionally, thanks to its simple interface and emphasis on price, Netflix provides a great user experience. The high expense of content licencing and distribution as well as censorship laws in many nations' present problems for the company. Several solutions are suggested to deal with these problems. Netflix can target markets where there are fewer censorship constraints, expand the scope of its global content licencing agreements, create regionally specific content, and increase its investment in original content production. These options seek to increase Netflix's market share, increase content accessibility, and lessen reliance on licenced material. It is advised that Netflix prioritize its investment in original shows to keep a competitive edge based on the analysis. By producing distinctive and varied material, Netflix can set itself apart from rivals, take creative control, and guarantee a consistent stream of interesting content for its users. Additionally,
