We’ve all wondered about Netflix’s global success in recent years and how inclusive the platform has become. The company brought us many gems worldwide to our screens, and we couldn’t be more thankful for it.
While binge-watching indeed is harmful, we cannot deny how the platform connected underrated media to the rest of the world. The entire credit for the popularity of anime, K-dramas, and other Asian media in the West goes to none other than Netflix.
One thing that fascinated me was their planning and strategy, considering how the entire world consumes content in a language they know nothing about. Almost every other OTT service has been desperate to know Netflix’s secret, and now they’ve finally revealed a bit of their working process.
At TIFFCOM’s online seminar called, ‘Netflix: From Asia to the World – Breaking Out New Titles-,’ Netflix explained the process behind the company’s promotional strategy.
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Netflix’s product manager, Michael Smith, and Vice-President of Content at Netflix Japan, Kaata Sakamoto, shared that the core elements of the strategy are the three C’s – Content, Choosing and Conversation.
We already know how Netflix promotes stories from around the globe and maintains its authenticity by getting locals involved. But what we didn’t realize was the massive investments it had been making for years into building that environment.
The company has been putting a lot of resources into non-American media since the early 2010s to profit off it in the present time. Moreover, they bring out universal stories that the world can relate to because even after the numerous barriers separating us, we’re all humans, and we have many things in common.
Lee Jung-Jae, Park Hae-soo, Jeong Ho-Yeon, and Hwang Dong-hyeok, whom we met in LA, have been stuffed, and we should be proud of them forever (with pride)
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Next comes the conversation part, and you already know what I am talking about. Yes, it’s discussing the various shows you gush about with your friends or on social media. Netflix uses our enthusiasm for their benefit as the phrase, ‘Hey, watch this show on Netflix, it’s amazing’ has become a part of our usual conversations.
The choosing element refers to the intricate planning and curating of a list of titles you’d love to watch based on your preferences. We all saw how Alice in Borderland rose to popularity due to Squid Game as both shows have similar themes.
Following the craze of Squid Game, people started exploring the K-drama genre not just for the gooey romantic-comedies but for the much-underrated stuff the category has.
It hits you out of nowhere how you’ve started watching shows and movies in a language you don’t even understand. Thanks to Netflix, it globalized media and introduced people to their favorite shows that have always existed, but not in a language they knew.
Statistics indicated that in 2020, over 120 million houses had at least one anime on their ‘Keep Watching’ tab, which is commendable if you think about it. The company says that people are still discovering the world of anime and other Asian media through their service, and I couldn’t be happier about this.
So, the point of this whole article was that your favorite anime or K-drama was not brought to you by fate but by Netflix’s algorithm.
Source: TIFFCOM’s Online Seminar
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