Netflix's international approach could help it form local relationships – putting it ahead of other domestic SVODs eyeing growth abroad;
worldwide, now has policy reps in countries including France, Australia, India, Korea, Germany, Mexico, and Brazil.Netflix is expanding abroad not by exporting US-centric content, but by creating"localized" fare, and its policy arm highlights a major challenge with that approach: navigating local environments. While other media companies operate internationally, on-demand streaming offerings are fundamentally different because they're disruptive to the existing media environment.
for"on-demand audiovisual media services" like Netflix, meaning that it will need to ensure that at least 30% of its offering in the country is made up of European productions.on-demand streaming providers to produce more Australian content. But the company knows that it can't maintain that success by simply adding subtitles to existing content: What works in one region of India may not serve another, and what serves the UK may not appeal to Spain, for instance. The company also knows that producing resonant content is just one piece of the puzzle, and that understanding regional differences in business conduct and regulation is equally critical to a smooth expansion.
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