Zeynep, Erdoğan2024-11-072024-11-0720232149-3669https://doi.org/10.56133/intermedia.1066604https://search.trdizin.gov.tr/tr/yayin/detay/1186449https://hdl.handle.net/11480/13176This study examines how Netflix, which makes a big difference in the digital environment compared to its other competitors, gives importance to machine learning, personalization and gives direction to cultural studies for countries. In addition, the development of Netflix, its work and the increase in the number of views during the Covid-19 process, which heavily affects all sectors and businesses around the world, are discussed. In this context, Netflix, which carries out many studies such as artificial intelligence and machine learning in today’s world, offers personalization services for its audiences and target groups. Netflix uses such activities to guide its work and continues to retain its users and reach new members. Netflix, which tries to know, follow and understand its target audience, is constantly in search of innovation. It acts with the approach of managing the process correctly, turning the crisis into an opportunity (Covid-19) and gaining the appreciation of its consumers. In this study, the development and progress of Netflix and its work are discussed. Netflix’s foresight in its business, the tools it uses, its perspective and approaches are important in promoting and guiding both its competitors and businesses or brands in other industries. While these structures contribute to the practice, it is thought that they will also contribute to the literature. It presents a general framework about Netflix in the literature and discusses its different aspects.eninfo:eu-repo/semantics/openAccessİşletmeCultureCovid-19NetflixMachine LearningPersonalizationReview Article101811410.56133/intermedia.10666041186449