The Netflix Strategy in France: Local Language Productions, Teen Audiences, and Instagram Marketing

Abstract

The relationship between France and Hollywood is rooted in a deep history that dates to the late 1800s. French Cultural elites and policymakers have regulated Hollywood to prevent the American ideals that are depicted in Hollywood movies from infringing on French culture, restricting free trade distribution practices to limit audiences' accessibility of imported, non-French media. These import regulations have strengthened French exceptionalism, which is an ideal that recognizes France as being superior to any other culture, region, or market. Yet, the impacts of globalization and the rise of technology have shifted media consumption habits and forced France to regulate new modes of distribution, like digital streaming platforms, to continue to protect the French culture, film industry, and commerce. In 2014, when Silicon Valley-based streaming platform Netflix, entered France, the principles of French exceptionalism impacted the reception of the Hollywood-focused platform. Policymakers imposed a tax system which requires internationally based streamers to invest in the French media industry. Netflix invested their tax into local language, teen productions to target a demographic whose ideals were less rooted in French exceptionalism. Additionally, Netflix utilized the affordances of Instagram to visually appeal to teen users when marketing the local language productions Mortel (2019-2021) and Vampires (2020-). Netflix capitalized on the French teen audience in order to gain a foothold within this culturally and economically protected market.