NETFLIX’S CONTENT STRATEGY - THE 3 CS
With its 3C (Content, Cost, Competition) strategy, Netflix is targeting the global market.
The first C, Content, refers to localization policies that represent cultural diversity in each nation. In detail, the company is growing its own original content on the basis of each country that they have entered. According to the Ampere Research survey, the number of original Netflix content in Central and South America, Europe, and Asia-Pacific is rapidly growing.
Image <Netflix> Source Sentieo
Netflix also localizes how the content is delivered to viewers. Using translation tools called 'pseudo localization' to create subtitles and dubbing. It also applies techniques based on the region's choice for subtitles and dubbing. For example, Netflix provides dubbed versions of its famous series in Turkey, because turkey viewers prefer dubbing.
The second C, Cost, refers to Netflix partnering with cable and telecommunications companies to reduce advertisement and distribution costs. In particular, Netflix pursues a policy that has the benefit of securing negotiating power through alliances with second-tier operators in developing countries. According to Blackledge's study, Netflix has collaborated with more than 50 companies from 25 countries. Netflix also implements a policy to differentiate subscription fees based on the commodities price level of various countries.
The last C, Competition is the technique for rivalry. Netflix responds to rivals by creating innovative content such as interactive content. The audience takes part in the plot and develops their own characters in the interactive content.
The legal and social regulations in countries are expected to have a greater impact on Netflix in the future; therefore it is crucial to provide content that reflects the social and cultural aspects of each country.