A Case Study of How Netflix Adapts Its Development Strategy to the Media System in Canada

Abstract

In recent years, streaming media services such as Netflix, Spotify, and YouTube have been widely used. Netflix, as a representative platform, is a powerful cultural force rising with the emergence of streaming media technology. Streaming media platforms abandon the linear mode of traditional TV and adopt the new mode of multi-channel interaction and digital production, continuing to contribute its unique advantages to high TV ratings. Netflix, headquartered in the United States, has started its global expansion and entered Canada, France, and other countries. In the process of its expansion, Netflix designed its unique global expansion strategy and obtained high-quality target consumers in various streaming media markets. This study will critically explore how Netflix adapts its development strategy to fit into Canadian media systems and policies. This study argues that in order to meet the requirements of the Canadian government, Netflix has made two prominent changes in its development strategy at the content level. First, Netflix has increased the production of local content in Canada and presented some original content in French. Secondly, Netflix is striving to improve its degree of globalization and breaking geographical restrictions to achieve subscribers’ access to equivalent content around the world.