Local Policies for Industrial Adaptation of the Netflix Platform from a Cross-Country Perspective

This work represents the study of local policies for industrial adaptation of the Netflix platform in five countries selected for analysis: Canada, Great Britain, France, India and South Korea. The main goal of the work is to analyze Netflix’s adaptation strategies and identify factors that influence primarily the company’s choice of a particular localization policy. The author pays special attention to the problem of governmental protectionism policies that affect the adaptation policy of such global digital platforms as Netflix. The author puts forward the following hypothesis: the cultural protectionism measures have an identified effect on the Netflix’s adaptation policies as well as on the company's local positioning. Chapter I identifies the general features of the Netflix’s international development policy, the key methods of internationalization and also systematizes the protectionism measures in different countries. Chapter II examines Netflix's local adaptation policies to the market of Canada, the UK, France, India and South Korean and the company’s reaction to current protectionism measures in these countries. Chapter III is devoted to the analysis of the Netflix's content and communication policies as integral elements of the adaptation strategy and includes the comparative analysis of the Netflix’s catalogs, content ratings, the analysis of original content produced in the selected countries in 2023 and the published press releases. As a result, the hypothesis was partially refuted and a key factor that influences mostly the local policies for industrial adaptation of the Netflix Platform was identified.