Abstract

MEIMARIDIS, Melina; MAZUR, Daniela  and  RIOS, Daniel. From São Paulo to Seoul: Netflix’s strategies in peripheral markets. Comun. soc [online]. 2021, vol.18, e8038.  Epub June 20, 2022. ISSN 0188-252X.  https://doi.org/10.32870/cys.v2021.8038.

Aiming to examine Netflix’s strategies in its global expansion and based on the debates on the transnationalization of TV flows, we observe the platform’s presence in two peripheral markets: Brazil and South Korea. In both, we find similar tactics, such as the licensing and commissioning of local content and partnerships with national production companies. Although we identified a recent shift in the company’s strategies from Latin America towards the Asian market, we argue that it is imperative to deconstruct Netflix’s position as a mediator of narratives to and from the “rest of the world”.

Keywords : Netflix; transnational flow; Brazil; South Korea; global peripheries.

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