Friday, February 10, 2017


The question of the week for my presentation was "how does globalization shape media products and industries?" I chose to focus my presentation on how globalization has helped Netflix expand and reach out to a global audience, which, in the end, has encouraged cultural proximity. Currently, it is used across the world and has expanded into 130 international with 16 million international subscribers (Barrett, 2016).  As Netflix keeps developing new global expansion strategies and changing as a global media company, their international audience keeps growing every year.

One of the main key factors that has allowed for the global success of Netflix to reach to a point of cultural proximity is streaming. As they have grown tremendously, Netflix has created a stepping stone in the evolution of television on a global scale due to the technological shift from DVD rental service to the streaming of movies and television shows (Cook, 2014). First, it is immediate, accessible and can be used at anyone's convenience. This is seen through the Netflix apps that can now be used on any smart phone. Second, it is also attracted by many subscribers due to its affordability of $7.99/month that allows for unlimited access of media content. Third, due to the fact that it is an asynchronous form of media, the consumer has the ability to control when they want to watch Netflix without having to deal with advertisements and commercials. With the use of streaming, Netflix has allowed people from many countries to connect together on a global scale.

Another main key factor that plays a huge role in cultural proximity is narrowcasting. Netflix uses a more personalized and individualized strategy to provide content targeted to customers and what they want to view. As a result, Netflix has very detailed genres that are catered to subscribers. This is especially useful for international subscribers who are able to find movies and television shows, specifically for them, that are either in their native language and culture or something similar to that. The example I used for my presentation was the Narcos Netflix original series, which is based in Columbia and is about the war on drugs. This is an especially interesting example as the show is both in English and Spanish and targets both Spanish and English speakers in the U.S. and abroad. It includes jokes, slang, and cultural references that reach out to both audiences.

In conclusion, globalization has helped Netflix grow successfully on a global scale with the aim of creating a personalized experience for the international audience through narrowcasting and streaming. It is a great example of how Netflix has embraced such language and cultural barriers, creating a bridge through cultural proximity as a global media company.


Barrett, B. (2016, January 13). Netflix Isn’t Made for the US Anymore—It’s for the Whole World. Retrieved from

Cook, C. I. (2014). Netflix: A stepping stone in the evolution of television.

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