The Position of Netflix in the Czech Republic Before and During the COVID-19 Pandemic

Abstract

This article is focused on the differences in the brand equity of the streaming service Netflix before and during the COVID-19 pandemic in the Czech Republic. Brand equity is measured by a specially modified conceptual model. Based on a two-wave questionnaire survey, the possible impact of the pandemic on the dimension of the conceptual model was examined. The results showed that there was no statistically significant change in the level of brand equity but there was a change in its structure. It was also found that although the number of people who tried Netflix's services increased during the COVID-19 pandemic, they did not become long-term users.