This study aims to explore, in the case of the Over-The-Top (OTT) sector, Millennials’ perceptions of brand experience in relation to the well-established brand Netflix. In particular, the work addresses a clusterization of Millennials on the basis of their experience with the brand. The study first explores the theoretical background, highlighting current perspectives on Over-The-Top industry and on brand experience as a strategic process for creating holistic customer value, achieving differentiation and sustainable competitive advantage. Second, it offers a quantitative study (using a survey) and highlights the principal results related to the brand. Moreover, this work will attempt to use cluster analysis methodology exploiting brand experience validated scale and other related brand and behavioural constructs to cluster consumers. Both academics and marketing managers should focus on approaches able to deliver strong and memorable brand experiences. A positive and durable brand experience is related to other important consequences for consumer action and behaviour, such as the willingness to place brand trust, consumer loyalty towards the brand, an enduring consumer-brand relationship, repurchase intentions, and lastly, the long-term life of the brand

这项研究旨在探讨在OTT（OTT）行业中，千禧一代相对于知名品牌Netflix的品牌体验感知。尤其是，该工作根据千禧一代在品牌方面的经验来解决。这项研究首先探讨了理论背景，重点介绍了当前对超顶产业和品牌体验的观点，这些观点是创造整体客户价值，实现差异化和可持续竞争优势的战略过程。其次，它提供了定量研究（使用调查），并突出显示了与品牌有关的主要结果。此外，这项工作将尝试使用聚类分析方法，利用经过品牌经验验证的规模以及其他相关的品牌和行为构造来聚类消费者。学者和市场经理都应专注于能够提供强大而难忘的品牌体验的方法。积极和持久的品牌体验与消费者行为和行为的其他重要后果相关，例如建立品牌信任的意愿，消费者对品牌的忠诚度，持久的消费者与品牌的关系，回购意图以及最后的长期影响品牌的生命