Evangelism Marketing And Consumer Advocacy In The Digital Entertainment Industry: A Secondary Analysis Of Netflix

The digital entertainment industry has undergone rapid transformation with the rise of online streaming platforms. In this evolving environment, consumers increasingly participate in promoting brands through discussions, recommendations, and social media engagement. This phenomenon is known as evangelism marketing, where satisfied consumers voluntarily advocate for a brand and influence others through word-of-mouth communication.The present study examines the role of evangelism marketing in encouraging consumer advocacy in the context of Netflix. The study is based on secondary data collected from academic journals, industry reports, and digital media sources. Recent industry statistics indicate that Netflix surpassed 325 million global paid subscribers by the end of 2025, making it one of the largest streaming platforms worldwide. Additionally, Netflix's advertising-supported subscription model has expanded significantly, reaching approximately 94 million users globally, reflecting the growing demand for affordable streaming options.The findings of the study reveal that emotional engagement with content, algorithm-driven personalization, and social media discussions significantly contribute to viewer engagement and consumer advocacy. Popular series such as Squid Game, Wednesday, and Money Heist have generated global conversations, encouraging audiences to recommend the platform to others.The study concludes that evangelism marketing plays an important role in strengthening brand loyalty, increasing viewer engagement, and supporting the global growth of streaming platforms in the highly competitive digital entertainment industry.