In an age where users binge-watch their favorite shows for hours and subscribe to multiple streaming platforms, one brand remains the benchmark for user retention and engagement: Netflix. But what if your SaaS (Software as a Service) platform could achieve the same kind of stickiness — where users keep coming back, can't live without it, and even talk about it to others?
Making your SaaS product “stickier than Netflix” is about creating habitual, emotional, and indispensable relationships with your users. In this article, we break down exactly how you can achieve that — with psychological insights, product strategies, and growth hacks.
1. Understand What “Stickiness” Really Means
In the SaaS world, stickiness refers to how often users come back to your product and how deeply integrated it is into their routines or workflows. A sticky product leads to low churn, high lifetime value (LTV), and strong word-of-mouth.
Key stickiness metrics include:
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DAU/MAU ratio: Daily active users / Monthly active users
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Churn rate
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Net Promoter Score (NPS)
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Time-on-platform
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Engagement depth (features used per session)
Netflix isn’t just sticky because it has great content — it’s sticky because it has engineered addictive, personalized, and frictionless experiences. SaaS can do the same.
2. Build for Emotional Hooks, Not Just Utility
Netflix appeals to emotions: drama, comedy, thrill, comfort. You need to ask: what emotion or aspiration does your SaaS product tie into?
Examples:
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Notion appeals to the desire for control and clarity.
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Slack ties into the need for connection and productivity.
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Calendly solves frustration and replaces awkwardness with ease.
Ask yourself:
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What pain or dream are you tapping into?
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Does your onboarding journey make users feel empowered immediately?
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Are your notifications or nudges emotionally resonant or just functional?
Design features and content that trigger emotions — excitement, progress, safety, control, or relief.
3. Simplify Onboarding Until It's Frictionless
Netflix doesn’t require a tutorial. You sign up and you're watching within 2 minutes.
Your SaaS should aim for the same simplicity. Most users won’t come back if they feel overwhelmed. You must get them to the “Aha!” moment as quickly as possible.
Best practices:
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Show value within 5 minutes of signing up.
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Use progressive onboarding (teach only as needed).
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Provide interactive walkthroughs or embedded tutorials.
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Pre-fill or auto-suggest data to reduce user input friction.
Make your first session feel like magic.
4. Create Habit Loops with Triggers and Rewards
Netflix trains users with habit loops:
Trigger (a notification or routine) → Action (watch episode) → Reward (pleasure, cliffhanger) → Investment (watch more, like, rate)
Your SaaS must build the same loop:
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Internal triggers: How does your product become the default solution when the user feels a certain need? (e.g., confusion → opens Notion)
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External triggers: Emails, push notifications, in-app messages, or calendar reminders
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Variable rewards: Surprising data insights, dashboards, content, success messages
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Investment: The more a user inputs, configures, customizes, or saves, the more likely they are to stay
Make returning feel natural, not forced.
5. Layer in Personalization and Smart Defaults
Netflix thrives on personalized recommendations. SaaS products can do the same.
Use:
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Behavior-based content: Show relevant guides, templates, or case studies based on how a user is using the app.
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AI recommendations: Suggest actions, configurations, or connections.
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Smart defaults: Pre-configured settings based on the user’s industry, team size, or goals.
The more personal it feels, the harder it is to leave.
6. Build a Community, Not Just a Tool
Netflix is solo, but its stickiness is amplified by shared culture. People talk about shows, create memes, and form fandoms.
For SaaS, community is a retention engine. Users want to feel like they’re part of something.
Ways to build this:
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User communities (e.g., Slack, Discord, Reddit)
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Customer spotlights and user-generated content
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Social proof & testimonials
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Power-user programs or champions
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Live events, webinars, or office hours
A user who sees themselves as part of a movement is less likely to churn.
7. Leverage Gamification and Achievement Psychology
Netflix keeps you watching with autoplay, streaks, “Top 10” lists. You can do the same with:
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Badges, progress bars, achievements
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Gamified onboarding (levels, checklists)
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Completion scores or dashboards
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Milestone celebrations (e.g., “You've completed your first automation!”)
People are wired for progress and competition. Give them wins — early and often.
8. Integrate With the User’s Ecosystem
Netflix is always one click away — on TV, browser, mobile, or tablet. Your SaaS should be ubiquitous in the user’s workflow.
This means:
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Third-party integrations (Zapier, Slack, Google Workspace)
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Browser extensions
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Mobile apps
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Webhooks and APIs
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Embedded widgets
The more your product lives inside their existing tools and habits, the harder it is to replace.
9. Offer Ongoing Value — Not Just a One-Time Win
Netflix constantly adds new content. SaaS products should constantly add new value, including:
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Feature updates that improve workflows
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Exclusive reports or insights
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New integrations
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Customer-driven roadmap delivery
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Educational content (videos, guides, blog posts)
Keep users excited to return. Make it feel like there’s always something new to discover.
10. Create a Culture of Feedback Loops
Netflix optimizes based on what you watch. You should optimize based on what your users do — and say.
Set up:
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In-app feedback prompts
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User behavior analytics
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Net Promoter Score (NPS) surveys
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Live chat for qualitative insight
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Feature voting or public roadmaps
Then, act on that feedback. When users see their feedback reflected in the product, they become emotionally invested.
11. Use Pricing Psychology to Reinforce Stickiness
Netflix’s value is obvious — endless entertainment for one low fee. SaaS pricing should be:
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Aligned with value delivery
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Simple and transparent
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Reward long-term users (discounts, loyalty)
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Offer sticky features in paid tiers
Also consider usage-based pricing (à la AWS or Twilio), where growth in your user’s business = growth in your revenue.
12. Handle Churn Like Netflix Handles Cancellations
Ever tried canceling Netflix? You get:
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A survey asking why
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A reminder of what you'll lose
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A pause option instead of cancel
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A quick return path if you regret it
Handle churn the same way:
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Ask why they’re leaving (and learn from it)
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Remind them of progress, data, or community they’ll lose
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Offer alternatives like pausing or switching to a free plan
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Keep communication open (win-back campaigns)
Even exits should be sticky.
Conclusion: Make Them Miss You When You’re Gone
Being “stickier than Netflix” means understanding psychology, delivering value daily, and creating emotional gravity. Your users shouldn’t just need your product — they should feel like something’s missing without it.
To recap:
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Hook into emotions, not just utility.
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Engineer fast, delightful onboarding.
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Build habit loops and rewards.
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Personalize relentlessly.
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Embed in workflows and communities.
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Gamify progress.
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Keep delivering new value.
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Make feedback and iteration constant.
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Handle churn like a retention opportunity.
If done right, your SaaS won’t just be a tool — it’ll be a daily habit, a business partner, and even a badge of identity for users.
And that’s how you beat Netflix at their own game.
