In January Netflix went live globally. Behind the scenes, the teams built capabilities that could be applied broadly. For Messaging, we built SMS as a new channel to communicate with members in parts of the world where the efficacy of email is limited. We’ll talk about the Netflix ecosystem, the Messages we send to drive streaming/retention, and how we plugged in SMS and built a robust operational infrastructure around this channel to drive increased global visibility/deliverability.
George Abraham, Devika Chawla