NETFLIX’S GLOBAL EFFORT
AN ANALYSIS OF THE COMPANY'S STRATEGIES IN PERIPHERAL MARKETS
Keywords:
netflix, television flows, seriesAbstract
This article aims to discuss Netflix's expansion in peripheral markets, considering that in recent years the US company has invested in local productions. Considering the changes in the global flow of television products, we analyze the strategies used by the streaming service in Mexico, Brazil, and South Korea. It is observed that these territories are important regional markets and, therefore, the company applies several tactics: from partnerships with local broadcasters and subscription discounts, even producing series that focus on corruption or triggers nostalgic elements. In this process, Netflix is willing to challenge local media conglomerates.
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References
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YANARDAGOGLU, Eylem; KARAM, Imad N. The fever that hot Arab satellite television: Audience perceptions of Turkish TV series. Identities: Global Studies in Culture and Power, 20:5, 561-579. 2013.
BALADRON, Mariela; RIVERO, Ezequiel. Video-on-demand services in Latin America: Trends and challenges towards access, concentration and regulation. Journal of Digital Media & Policy, v. 10, n. 1, p. 109-126, 2019.
BERG, Miriam. The Importance of Cultural Proximity in the Success of Turkish Dramas in Qatar. International Journal of Communication, 11, 3415-3430. 2017.
CASTELLANO, Mayka.; MEIMARIDIS, Melina. Netflix, discursos de distinção e os novos modelos de produção televisiva. Contemporanea-Revista de Comunicação e Cultura, Salvador, v. 14, n. 2, p. 193-209, 2016.
CASTELLANO, Mayka; MEIMARIDIS, Melina. Produção televisiva e instrumentalização da nostalgia: o caso Netflix. Revista GEMInIS, v. 8, n. 1, p. 60-86, 2017.
CHALABY, Jean K. (Ed.). Transnational television worldwide: Towards a new media order. Ib tauris, 2005.
CORNELIO-MARÍ, Elia Margarita. “Digital Delivery in Mexico A Global Newcomer Stirs the Local Giants”. In: The Age of Netflix: Critical Essays on Streaming Media, Digital Delivery and Instant Access. Cory Barker e Myc Wiatrowski (Ed). McFarland & Company: North Carolina, 2017, versão ebook kindle.
GOMES, Laura Graziela. Novas tendências e desafios metodológicos nos estudos de consumo midiático. Etnografia e consumo midiático: novas tendências e desafios metodológicos. Rio de Janeiro: E-papers, p. 69-95, 2016.
HALL, Stuart. The West and the Rest: Discourse and power. The indigenous experience: Global perspectives, p. 165-173, 1992.
HALLINAN, Blake.; STRIPHAS, Ted. Recommended for you: The Netflix Prize and the production of algorithmic culture. New Media & Society, v. 18, n. 1, p. 117-137, 2016.
HUAT, Chua Beng; IWABUCHI, Koichi. East Asian Pop Culture: Analyzing the Korean Wave. Hong Kong University Press. Hong Kong, 2008.
IADEVITO, Paula., BAVOLEO, Bárbara., & CHINKYONG Lee, Mónica. Telenovelas coreanas en América Latina:¿ una nueva forma decomunicación intercultural?. In VI Jornadas de Sociología de la UNLP 9 y 10 de diciembre de 2010 La Plata, Argentina. Universidad Nacional de La Plata. Facultad de Humanidades y Ciencias de la Educación. Departamento de Sociología. 2010.
IOSIFIDIS, Petros. Globalisation and the Re-emergence of the Regulatory State. In: Global Media and National Policies. FLEW, Terry; IOSIFIDIS, Petros; STEEMERS, Jeanette (Eds). Palgrave Macmillan, London, 2016. pp. 16-31.
JENNER, Mareike. Netflix and the Re-invention of Television. Springer, 2018.
JIN, Dal Yong. Reinterpretation of cultural imperialism: emerging domestic market vs continuing US dominance. Media, Culture & Society, 29: 5, 753-771. 2007.
JOO, Jeongsuk. Transnationalization of Korean popular culture and the rise of “pop nationalism” in Korea. The Journal of Popular Culture, 44: 3, 489-504. 2011.
KIM, Min Sung., KIM, Eun., HWANG, ShinYoung., KIM, Junghwan., KIM, Seongcheol. Willingness to pay for over-the-top services in China and Korea. Telecommunications Policy, v. 41, n. 3, 197-207, 2016.
KIM, Suweon. Who watches Korean TV dramas in Africa? A preliminary study in Ghana. Media, Culture & Society, v.40, n.2, p.296-306, 2017.
LOBATO, Ramon. Netflix nations: the geography of digital distribution. NYU Press, 2019.
LOPES, Maria Immacolata Vassalo., OROZCO GÓMEZ, Guillermo. (Re)Invenção de gêneros e formatos da ficção televisiva: anuário Obitel 2016. Porto Alegre: Sulina, 2016.
LOTZ, Amanda D. Portals: A treatise on internet-distributed television. Michigan Publishing, University of Michigan Library, 2017. Disponível em:https://quod.lib.umich.edu/m/maize/mpub9699689/ Acesso em 26 de novembro de 2019.
MARTEL, Frédéric. Mainstream: a Guerra global das mídias e culturas. Tradução de Clóvis Marques. Rio de Janeiro: Civilização Brasileira, 2012.
MAZUR, Daniela. Um Mergulho na Onda Coreana, Nostalgia e Cultura Pop na Série de K-dramas “Reply”. Niterói, RJ. Dissertação de Mestrado, Universidade Federal Fluminense. 2018.
MENDES MOREIRA DE SÁ, Vanessa. Práticas digitais, níveis de envolvimento e pirataria: Um estudo sobre a recepção e distribuição informal de seriados de televisão no Brasil. Revista da Associação Nacional dos Programas de Pós-Graduação em Comunicação, E-compós, Brasília, v.17, n.2, mai./ago. 2014.
NAPOLI, Philip; CAPLAN, Robyn. Why media companies insist they're not media companies, why they're wrong, and why it matters. First Monday, v. 22, n. 5, 2017.
OLIVEIRA, Rafael. “3%” – a primeira série brasileira da Netflix nasceu na USP. Jornal da USP. 2017. Disponível em: http://jornal.usp.br/cultura/a-primeira-serie-brasileira-na-netflix-3-e-da-usp/ Acesso em 26 de novembro de 2019.
RIOS, Sofia; SCARLATA, Alexa. Locating SVOD in Australia and Mexico: Stan and Blim contend with Netflix. Critical Studies in Television, v. 13, n. 4, p. 475-490, 2018.
ROBINSON, Mary Jean. Television on demand: Curatorial culture and the transformation of TV. Bloomsbury Publishing USA, 2017.
RYOO, Woongjae. Globalization, or the logic of cultural hybridization: the case of the
Korean Wave. Asian Journal of Communication, 19: 2, 137-151. 2009.
SHIM, Doobo. The growth of Korean Cultural Industries and The Korean Wave. In: East Asian Pop Culture: Analysing the Korean Wave, v. 1, 15-32, 2008.
SINCLAIR, John. Latin American television: A global view. OUP Oxford, 1998.
SINCLAIR, John., JACKA, Elizabeth., CUNNINGHAM, Stuart. “Peripheral Vision,” in The Globalization Reader, ed. Frank J. Lechner and John Boli, Oxford, Blackwell, p.301-306, 2000.
STRAUBHAAR, Joseph. Beyond media imperialism: Assymetrical interdependence and cultural proximity. Critical Studies in media communication, 8(1), 39-59, 1991.
______. Choosing national TV: Cultural capital, language, and cultural proximity in Brazil. In:
ELASMAR, Michael (Ed.). The impact of international television: A paradigm shift. Mahwah, NJ: Lawrence Erlbaum, 75-107. 2003.
TERTO, Amauri. A primeira série brasileira da Netflix, “3%” virou um baita sucesso nos EUA. Huffpost Brasil. 2017. Disponível em: https://www.huffpostbrasil.com/2017/03/17/primeira-serie-brasileira-da-netflix-3-virou-um-baita-sucess_a_21901598/ Acesso em 26 de novembro de 2019.
TRYON, Chuck. On-Demand Culture: Digital Delivery and the Future of Movies. Camden: Rutgers UP, Print, 2013.
WAISBORD, Silvio. McTV: Understanding the global popularity of television formats. Television & New Media, 5(4), 359-383, 2004.
WALLERSTEIN, Immanuel Maurice. European universalism: The rhetoric of power. The New Press, 2006.
YANARDAGOGLU, Eylem; KARAM, Imad N. The fever that hot Arab satellite television: Audience perceptions of Turkish TV series. Identities: Global Studies in Culture and Power, 20:5, 561-579. 2013.
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Published
2020-06-11
How to Cite
MEIMARIDIS, Melina; MAZUR, Daniela; RIOS, Daniel. NETFLIX’S GLOBAL EFFORT: AN ANALYSIS OF THE COMPANY’S STRATEGIES IN PERIPHERAL MARKETS. Revista GEMInIS, [S. l.], v. 11, n. 1, p. 4–30, 2020. Disponível em: https://revistageminis.ufscar.br/index.php/geminis/article/view/492. Acesso em: 22 dec. 2024.
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