Netflix in Mexico: An Example of the Tech Giant’s Transnational Business Strategies

Gómez, Rodrigo; Larroa, Argelia Muñoz

doi:10.1177/15274764221082107

Cited by 20 publications

(13 citation statements)

References 32 publications

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“…Thirdly, the academic literature recognizes the huge capabilities of global VOD streamers in capitalization and in investment regarding the production of national audiovisual content, putting into question criticism and concerns towards the distinctive treatment between global streamers and national broadcasters (Gomez and Larroa, 2022; Kim, 2022). However, the fact that Netflix or Prime Video have been strong investors in producing national cultural content in several countries, such as Australia, Canada, Mexico, South Africa and France, does not automatically give rise to the same kind of policy responses towards global streamers in these countries.…”

Section: Media Governance In the Light Of Streaming Platformsmentioning

confidence: 99%

Why to regulate Netflix: the cross-national politics of the audiovisual media governance in the light of streaming platforms

Vlassis

2023

Media, Culture & Society

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Today, at a time of major downturn in the audiovisual sector, several regions and countries are reconsidering the scope and reach of domestic or regional audiovisual media governance and are developing policy instruments in order to involve transnational Video on Demand (VOD) platforms, such as Netflix, Prime Video, Disney+, in the financing, distribution and visibility of local, national and regional audiovisual content. A key issue that emerges from this backdrop is to provide convincing answers about why public authorities are feeling the urge to develop new regulations towards global VOD streamers in a specific sequence and temporality and to focus on variables, which are expected to understand this cross-national policy momentum for regulating VOD services. In addition, even though transnational VOD services represent disruptive new actors, creating industrial, technological and institutional shock, this disruption does not lead to the same political issue cross-nationally and to the same kind of policy responses. Firstly, the article explores the key outlines that the academic literature highlights in order to understand the regulation of online platforms in the media sectors. Secondly, it provides a cross-national portrayal of policy initiatives towards the VOD streamers, focusing on the EU Member States, Australia, Canada, Mexico and South Africa. Thirdly, the article argues that political struggles over VOD platforms are expected to be framed and fought simultaneously by two crucial variables, dealing with state-society relationships and global interdependence.

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Section: Media Governance In the Light Of Streaming Platformsmentioning

confidence: 99%

Why to regulate Netflix: the cross-national politics of the audiovisual media governance in the light of streaming platforms

Vlassis

2023

Media, Culture & Society

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“…Netflix has had a profound effect on the televisual and cinematic content industries and their consumers, changing the nature of what “television” is considered to be (McDonald and Smith-Rowsey 2016, 24; Barker and Wiatrowski 2017; Burroughs 2019; Lobato 2019). Netflix continues to innovate and disrupt viewing conventions, genres (Khoo 2022, 9) and business strategies (Gómez et al 2023) at a time when the company faces intense competition from a range of established and emerging SVOD services.…”

Section: Is/was Netflix Disruptive In the Australia Context?mentioning

confidence: 99%

The Great Australian TV Delay: Disruption, Online Piracy and Netflix

Vettoretto¹,

Moore

2023

Television & New Media

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Netflix’s arrival in Australia in 2015, almost a decade after its start as a streaming media platform, helped to close the cultural and technological gap in televisual content legitimately available to the national audience. Australians, eager for international content unavailable locally, had turned to Internet piracy, dramatically changing traditional national televisual consumption practices. Although commonly described as “disruptive,” Netflix’s arrival in Australia, according to its users, was mostly stabilizing and not as transformative to their viewing practices as it may seem. By drawing on in-depth interviews with Australian Netflix users, we provide an account of its early integration into the Australian media landscape. The methodology provides a new model for examining the experience of users engaging with technologies labeled as “disruptive.” The Disruption-Experience (D-E) model is a means for exploring participants’ experiences and accounting for ways that new technologies can reinforce, undermine and dramatically shift user thoughts, feelings and practices. In applying this model to the experiences of Australian Netflix users, we discovered that Netflix concretized—but did not necessarily create—a new set of expectations about agency, accessibility, and temporality that has not previously been accounted for. This is an important discovery at a time of rapid proliferation and adoption of streaming video-on-demand (SVOD) services in Australia, as the competing costs and demands of multiple services could mean a return to the once-prodigious levels of illegal and unauthorized access to television content.

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“…From this reference data, it can be observed that the Mexican market represents one of the most important for Netflix by number of subscribers and revenue (Gómez & Muñoz, 2022). Therefore, the purpose of this piece is to identify: Which were the consumption characteristics for Netflix in Mexico during the Covid 19 pandemic?…”

Section: Introductionmentioning

confidence: 99%

Consumo de Netflix en México durante la Pandemia de Covid-19

Curtis

2023

MEDCOM

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La pandemia de Covid-19 ha generado nuevas interacciones y cambios en las prácticas y hábitos de los usuarios de Netflix en México, estableciendo agencias que incluyen novedosas relaciones sociales y culturales. En esta línea de investigación, la intención de este artículo es identificar estos cambios y transformaciones, así como los “circuitos de poder” desarrollados por Netflix para producir, distribuir y vender sus contenidos audiovisuales. A partir del uso y la aplicación de una metodología de corte cuantitativo descriptivo se obtuvieron indicadores sobre el consumo regular y cotidiano de Netflix en México durante la pandemia después de aplicar cuestionarios a usuarios de la plataforma. Las principales observaciones del estudio distinguen una sólida integración de Netflix a las actividades cotidianas de consumo cultural, que consolida su poder, hegemonía y predominio en el mercado mexicano. Los principales hallazgos destacan el incremento en el uso de Netflix durante la pandemia de Covid-19, un aumento selectividad en los contenidos, mayor acceso compartido, un uso intensivo de los mecanismos de recomendación de la plataforma, el uso del fandom como base datos y el afianzamiento de intereses corporativos.

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Netflix in Mexico: An Example of the Tech Giant’s Transnational Business Strategies

Cited by 20 publications

References 32 publications

Why to regulate Netflix: the cross-national politics of the audiovisual media governance in the light of streaming platforms

Why to regulate Netflix: the cross-national politics of the audiovisual media governance in the light of streaming platforms

The Great Australian TV Delay: Disruption, Online Piracy and Netflix

Consumo de Netflix en México durante la Pandemia de Covid-19

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