Netflix, streaming, Asia, India, sustainability, recommendations, strategic recommendations
- Netflix today has operations in the US and other territories, including the Americas, Asia, Europe, and Africa, that strategically depend on HQ.
- Presence in a wider territory helps the company mitigate the risks associated with dependence on a specific region for its revenue.
[...] International Strategy in Asia - Netflix 1 International Strategy: Asia Case Discussion & Implications 2 Global Overview HQ in Los Gatos, and Los Angeles, California, in the US. Netflix today has operations in the US and other territories, including the Americas, Asia, Europe, and Africa that strategically depend on HQ Presence in a wider territory helps the company mitigate the risks associated with dependence on a specific region for its revenue. → First market it entered was Canada in operational segments: the US and Canada (UCAN); Europe, Middle East and Africa (EMEA); Latin America (LATAM); and Asia-Pacific (APAC). [...]
[...] Tamil) & production culture ● ↯ Pricing is and was misguided, seeing missing niche and competition ● ↯ Unexplored partner distribution channels thwarted possible growth ● ↯ Creativity restriction in Bollywood movie production 5 Sustainability of Strategy Overall we observe a strategy that is very hit or miss Netflix struggles especially in markets that are less western-oriented Indian streaming market is moving and trends can reverse quickly Indian executives and studios remain positive towards brand & collaboration Market & Financial backdrop ● Strong financials but traditionally established markets have become saturated ● Overall growth has started to stagnate → 37% drop in shares in early 2022 ● Upper management and investors are getting frustrated ● Rely on developing emerging markets for their growth prospects → In order to keep its position as a market leader and reference brand for investors in the future, Netflix will have to pivot, learn & commit more 6 Our Recommendations ● Increase content localization & contextualization Highly diverse region: Netflix should localize its contents beyond just dubbing and subtitling. To achieve appeal, cultural sensitivity and deep-rooted local content is required. Certain cultures have high export potential, such as Korean Hallyu culture, Indian Bollywood media and Japanese Anime. [...]
[...] These have been utilized by SVoD platforms for export into traditional western markets → adapt approach with care & nuance to different markets ● Pricing and Subscription Models Asia has a diverse range of economic conditions and consumer preferences → to remain competitive, should consider flexible pricing and subscription models tailored to different markets according to circumstances on the ground → e.g. affordable plans, mobile-only plans, bundled packages with local telecom providers can attract a broader customer base and cater to varying affordability levels in the region. [...]
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