As a leading global streaming platform, Netflix has achieved remarkable success in its international expansion, thanks to its well-crafted globalization strategy. “We have a large number of movies and TV shows that can be distributed globally,” explained Joris Evers. “We identified an opportunity to position ourselves as the world’s first internet TV network.” (Goncharenko et al., 2023) Since launching in over 190 countries in 2016, Netflix has moved beyond catering to North American audiences to building a diverse content library that appeals to viewers worldwide. Its strategy revolves around localized content, multilingual support, cross-border collaborations, and flexible pricing models.  

First and foremost, Netflix understands that “content is king” and invests heavily in original local productions to captivate audiences in different countries. Netflix’s continuous expansion around the world reflects its extraordinary progress from a streaming service focused primarily on the United States to a global platform accessible in more than 190 countries. (Goncharenko et al., 2023) For instance, Netflix released <Kingdom> in South Korea and <Money Heist> in Spain—both regional hits that not only captured local attention but also gained global popularity. By collaborating with local production teams, Netflix creates culturally relevant content that resonates deeply with local audiences. These localized productions not only expand the palate of global viewers but also establish Netflix as a platform that transcends borders.  

Netflix used the foreign correspondent model, with one or two local experts representing each country. Coalition members wrote a dossier describing Netflix’s impact in their home countries and how it is perceived by local viewers, regulators and media practitioners. (Lobato, R. and Lotz, A.D. 2020) This is also an important factor for the success of Netflix’s globalization strategy and enables Netflix to have a clearer understanding of the global market. So more can be done to promote globalization.

In addition, Netflix offers subtitles and voice overs in multiple languages to attract more international users. This multilingual support not only makes it easy for audiences in different regions to watch films and television works from different countries, but also promotes cultural exchange and understanding on a global scale. Flexible pricing is also one of the key factors in Netflix’s global success. In different regions, Netflix sets prices based on local consumption levels, offering a variety of packages from basic to premium, making it more affordable for more viewers.

Through its globalization strategy, Netflix has become more than just a streaming giant; it has successfully put the concept of “entertainment without borders” into practice, delivering diverse and rich viewing experiences to audiences around the world.

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Reference list:

Goncharenko, M., Zhen, W.Z., Yang, X.Y., Ismail, N.A. and Xu, D.R., 2023. Netflix, the Success of a Global Storytelling. Journal of Business and Social Sciences, 2023.

Lobato, R. and Lotz, A.D., 2020. Imagining global video: The challenge of Netflix. JCMS: Journal of Cinema and Media Studies, 59(3), pp.132-136.