Streaming the Future: Netflix's Global Expansion

18 Pages Posted: 19 Oct 2022

See all articles by Jared D. Harris

Jared D. Harris

University of Virginia - Darden School of Business

Dennie Kim

University of Virginia - Strategy, Entrepreneurship, and Ethics; University of Virginia - Darden School of Business

Renzo Vasquez

Independent

Abstract

In a rapidly changing and technologically emerging industry like on-demand streaming video, there are a number of strategic choices to be made. For instance, strategies can involve choices about hosting infrastructure, consumer pricing, and other issues related to a streaming service's business model. In order to achieve global competitiveness, however, some of those choices also involve internationalization. In which foreign markets should a firm compete? How should the firm enter those markets and compete there? How responsive does a firm need to be to local preferences, versus leveraging globalized resources and efficiencies? Netflix offers an illustration and contrast to some of its industry competitors, such as Disney+.This case is used at Darden in the first-year core Strategy course; it would also be useful for any course or module focusing on international strategy, planning for growth, or technology strategy. The case also highlights the rise of a female executive.

Excerpt

UVA-S-0345

Oct. 4, 2022

Streaming the Future: Netflix's Global Expansion

Out of the 7.7billion people on the planet, only 371million are native [English] speakers. And yet, historically, the majority of entertainment content in the world has been produced in Hollywood in the English language. It's in that disconnect that we see a tremendous opportunity.

—Greg Peters, Netflix Chief Product Officer (2019)

Streaming the Future

. . .

Keywords: international strategy, foreign markets, growth, technology, competitive positioning, streaming, video streaming on demand, movies, TV, binge watching, Netflix, Disney, Disney+, Hulu, subscription model, original content, scripted television, television, streaming service, strategy, globalization, localization, local responsiveness, global integration, international competition, market entry

Suggested Citation

Harris, Jared D. and Kim, Dennie and Vasquez, Renzo, Streaming the Future: Netflix's Global Expansion. Darden Case No. UVA-S-0345, Available at SSRN: https://ssrn.com/abstract=4248260 or http://dx.doi.org/10.2139/ssrn.4248260

Jared D. Harris (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

HOME PAGE: http://faculty.darden.virginia.edu/harrisj

Dennie Kim

University of Virginia - Strategy, Entrepreneurship, and Ethics ( email )

United States

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Renzo Vasquez

Independent

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