The research problem of the thesis includes the analysis of the guerilla marketing activity of Netflix in the promotion of its own TV series. Guerrilla marketing activities can be defined as tactics that use surprises and non-traditional interactions to promote products and services and thus attract the attention of potential consumers. There are several types of guerilla marketing (viral, ambient, street, etc.), and this marketing direction is especially useful for small and medium-sized companies due to the possibility of smaller investments of financial resources. In addition to the types of guerrilla marketing, the tools that are used in the implementation of marketing activities differ, with a special emphasis on the possibility of using social networks for the purpose of guerrilla promotion. In addition to small and medium-sized companies, guerrilla marketing is also applied by some of the world's largest organizations, such as Burger King, Samsung, Fiji, etc. In conducting the research, available sources were used (scientific articles, internet sources, books, etc.), while as the primary research method used a survey method to examine the opinion and attitude of the Croatian audience. The surveyed Croatian public generally has a good opinion about the quality of the selected campaigns and about their impact on them as consumers of streaming services, and the majority believe that Netflix successfully implements marketing activities (including guerilla marketing activities) and that the mentioned activities influence the success of the platform and the attraction of potential subscribers . Guerrilla marketing is an innovative and creative marketing direction that can attract a large amount of attention and interest from the public, which Netflix succeeds with a series of successful guerrilla marketing campaigns promoting original production content.