Please use this identifier to cite or link to this item: http://hdl.handle.net/10609/149407
Title: Standing up to Hollywood: the Netflix glocal strategy for popularising non- English-language series worldwide
Author: Neira, Elena  
Clares-Gavilán, Judith  
Sánchez-Navarro, Jordi  
Citation: Neira, E. [Elena]. Clares-Gavilán, J. [Judith]. Sánchez-Navarro, J. [Jordi]. (2023). “Standing up to Hollywood: the Netflix glocal strategy for popularising non-English-language series worldwide”. Profesional de la información, v. 32, n. 4, e320409. https://doi.org/10.3145/epi.2023.jul.09
Abstract: Netflix non-English-language TV shows finding audiences beyond their country of origin is a significant change driven by the company, affecting both the production and distribution sectors as well as the audiovisual culture of Western view- ers, who increasingly appreciate diverse audiovisual traditions. This investigation confirms a notable share of foreign product viewership by service users. Between June 2021 and December 2022, non-English TV shows accounted for 38% of the most popular Netflix TV rank in terms of accumulated viewing hours, reaching an average of more than 53 coun- tries worldwide. This outcome results from two primary factors. The first is the company’s business logic based on big data, content indexing, and user monitoring. The second is the global popularity of local non-English speaking content, which is also the consequence of diverse actions taken by the company in project development, audience prototyping, distribution, language, marketing, recommendation algorithms, and social conversation, both locally and globally. This research focuses on Netflix’s glocal strategy as a case study and draws on direct interviews with company employees, audience data from its Netflix Top 10 website, specialized publications, and academic literature.
Keywords: Netflix
glocal
algorithms
taste communities
popularity
audiences
global niches
netflix originals
programming
big data
DOI: https://doi.org/10.3145/epi.2023.jul.09
Document type: info:eu-repo/semantics/article
Version: info:eu-repo/semantics/publishedVersion
Issue Date: 12-Jul-2023
Publication license: http://creativecommons.org/licenses/by/4.0/es/  
Appears in Collections:Articles
Articles cientÍfics

Files in This Item:
File Description SizeFormat 
Standing_Neira_Clares_Sanchez.pdf1,45 MBAdobe PDFThumbnail
View/Open
Share:
Export:
View statistics

Items in repository are protected by copyright, with all rights reserved, unless otherwise indicated.