Netflix Braves Cultural Barriers for European Expansion
Posted in: Uncategorized
Netflix is tackling significant language and cultural barriers for the first time as it seeks to become a true global player. This week’s rollout in France, Germany, Austria, Switzerland, Belgium and Luxembourg presents the first major test, in the form of significant language and cultural barriers.
In the last two years, the streaming service has been a hit in the U.K., the Netherlands and the Nordic countries, where English is widely spoken, and U.S. films and TV have long been part of everyday life. But the latest round of European markets particularly France and Germany are likely to resist U.S. cultural hegemony. (In the U.K., research firm BARB estimates Netflix has three million subscribers, more than one in ten households, and twice as many as a year ago.)
In Germany, according to Christof Baron, joint CEO of Mindshare Europe, Middle East and Africa and chairman of Mindshare Germany, Netflix faces potentially its toughest challenge, because the country has 60 to 70 good-quality free TV channels. There are also streaming rivals including Maxdome and Watchever (part of Vivendi) to battle. However, Mr. Baron believes that there is a gap in the market for the sort of high-end drama and comedy that Netflix does well.
Post a Comment