The Secret Behind Netflix's Localization Strategy for Global Dominance



4/25/202412 min read

The Secret Behind Netflix's Localization Strategy for Global Dominance |
The Secret Behind Netflix's Localization Strategy for Global Dominance |

Netflix International Business Expansion Strategies : Localization

Netflix's strategic evolution in the global market has revolutionized viewing experiences globally, with a particular impact across the dynamic and culturally rich landscapes of different regions, especially Asia.

Recognized in over 190 countries, Netflix has tailored its offerings to align seamlessly with the diverse traditions and preferences that characterize the region.

The company's emphasis on producing local content has significantly fueled its global presence.

According to Netflix’s Engagement Report in 2023, local originals have impressively accounted for 30% of total watch time, signaling the strong resonance of these shows with international viewers.

Notably, series like "Lupin", "Money Heist", "Squid Game" has risen to be among Netflix's most popular non-English language originals, drawing in millions of households within days of release and sustaining massive viewership over time.

This blog will explore the depths of Netflix's growth, highlighting how its content is meticulously crafted to feel right at home among the vast array of customs, languages, and tastes that thrive in this vibrant and economically bustling part of the world.

Challenges for Netflix Localization: Cultural Diversity

Netflix's localization endeavors in Asia address the intricate challenge of cultural diversity head-on.

With its expansion across the continent, Netflix encounters a kaleidoscope of cultural identities, each with distinct preferences and media consumption patterns.

Understanding the importance of nuanced content adaptation, Netflix is dedicated to offering a catalog that is as diverse as the Asian market itself.

This commitment means moving past the mere exportation of content without adjustment for local tastes—a common misstep that can lead to uninspiring offerings that lack regional flavor.

Netflix Embraces Cultural Diversity in Asia

Netflix knows that Asia is a mix of different tastes and traditions.

They've got fans of Japanese anime, Korean dramas, and Indian Bollywood movies all across the continent.

People in each place have their likes, shaped by their ways of life and customs.

For instance, what makes people laugh in India might not be as funny in Japan, where folks enjoy a different kind of story and joke.

To get this right, Netflix employs two strategic approaches:

Netflix Strategy - Cultural Consultancy Teams:

Netflix has established cultural consultancy teams consisting of experts familiar with the specific cultural, social, and legal nuances of their regions.

These teams advise on content creation to ensure it is culturally sensitive and resonant with local audiences, helping Netflix avoid missteps that could lead to controversies or backlash​​.

Netflix Strategy - Audience Analytics:

Leveraging data analytics, Netflix tailors its content offerings based on viewer preferences in different Asia countries.

This data-driven approach allows Netflix to adjust its content strategy dynamically, ensuring alignment with what is culturally appropriate and in demand​.

Netflix Cultural Diversity |
Netflix Cultural Diversity |

Netflix Localization Strategy Conclusion

Netflix's localization strategy exemplifies its dedication to embracing each market's cultural richness.

Beyond translating content, Netflix invests in original, region-specific productions and partners with local talent to ensure its offerings resonate authentically with diverse audiences.

This approach has solidified Netflix's foothold in the competitive Asian streaming landscape, fostering deep connections with viewers and driving regional growth.

As Netflix continues to blend global vision with local insight, its commitment to cultural nuances sets a benchmark for global media's respectful and inclusive expansion.

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Netflix Regulatory Landscapes |
Netflix Regulatory Landscapes |

Challenges for Netflix: Regulatory Landscapes in Asia

Each country in the Asia Pacific comes with its own set of rules governing media and content.

Netflix operates within a wide spectrum of these regulations, which can range from lenient to very restrictive.

They use teams of legal experts knowledgeable about each country's content laws to advise on and ensure that the creation and distribution of content are compliant.

For example, in India, where content censorship is more pronounced, these teams help Netflix navigate the regulatory landscape efficiently.

Netflix's proactive engagement with governments and its legal preparedness has been key in dealing with the various regulatory environments encountered across Asia.

Netflix International Business Expansion Strategies for Regulatory Landscapes in Asia

They've got a team of expert lawyers in every country making sure that everything they show is okay by the local laws.

This is super important because what's alright to show in one country might not be okay in another.

For example, in India, they are very strict about what can be shown, so these legal teams are always checking to make sure everything is good before they show it to people.

But it's not just about following the rules. Netflix also wants to be friends with the governments, so they talk a lot and share what they know about streaming shows and movies.

This helps them get things done faster like in Singapore, where Netflix has been smart about adapting to new rules quickly.

This means that even when laws change, Netflix can keep showing the movies and shows people love without getting into trouble.

So, while it might seem like a lot of work with all these different rules in every country, Netflix's strategy of having a good legal team and keeping up a good relationship with the governments has helped them show their content all over Asia without any big problems.

Netflix Intense Competition |
Netflix Intense Competition |

Challenges for Netflix: Intense Competition in Asia

Netflix is in a tough race to keep its top spot in Asia's streaming market.

It's not just fighting against local services that know what their audience likes, but also against big international names like Disney and Amazon.

Plus, new companies are popping up, like Vidio in Indonesia, all fighting for viewers' attention.

Even though Netflix lost a lot of subscribers around the world in 2022, it's a different story in Asia, especially Southeast Asia.

There, Netflix managed to get more people to sign up, with the Philippines, for example, showing really strong growth.

Netflix International Business Expansion Strategies for Intense Competition in Asia

To deal with the competition, Netflix has some smart moves.

They work with movie and TV studios in each country to make sure they have shows and films that people there will love.

This way, their library is full of content that feels local, not just stuff from far away.

They also make it easier for people to afford Netflix by offering plans that just use phones, which is a big deal in places where not everyone can pay for a full subscription.

The competition is getting even fiercer because there's a big demand for shows from around the world, especially ones from South Korea.

In Southeast Asia, a lot of young people are really into watching content from other countries, and they want it right away.

So, Netflix is trying to give them what they want by making local versions of their service.

For example, they're planning a whole bunch of new shows and movies in Indonesia, and they've got new projects in Thailand too.

But to win over viewers in these markets, Netflix knows it needs to understand exactly what each group of people wants, and that's what they're working on figuring out.

Netflix Localization Strategy Slow and Research |
Netflix Localization Strategy Slow and Research |

Netflix's approach to entering and thriving in non-English speaking regions like Asia is a multifaceted masterclass in localization.

Netflix's localization strategies have been to learn and adapt incrementally.

Netflix Localization Strategy in Asia: Slow and Research first

Netflix's localization strategy in Asia is a testimony to the power of a measured and research-oriented approach.

Rather than charging into new markets, the streaming giant adopted a deliberate pace, ensuring a deep understanding of each locale before making any major moves.

Netflix's foray into international waters began with a cautious yet calculated entry into Canada in 2010.

This move, though seemingly modest, was strategic, acting as the stepping stone for future business expansion.

Canada’s proximity to the US and cultural similarities provided a relatively safe testing ground for Netflix to learn the ropes of localization in a familiar yet distinct market.

The Canadian venture was the beginning of a journey marked by continuous learning.

As Netflix ventured further into Asia, it didn't just replicate its strategies from North America.

It didn't rush and instead, it took time to understand the intricate patchwork of cultures within each Asian market.

Each step was mindful, and each new market was treated as an individual case.

The company realized that Asia's markets differed greatly, not only in language but also in cultural preferences and media consumption habits.

Recognizing that each country has unique viewer preferences and regulatory landscapes, Netflix placed significant emphasis on studying local content consumption patterns, cultural nuances, and audience demands.

For instance, the success of anime in Japan or K-dramas in South Korea didn't necessarily translate to success in other Asian countries.

Thus, Netflix invested in understanding these cultural nuances to tailor its content and platform accordingly.

One of Netflix’s significant strategies was to build extensive libraries of local content.

For example, Japan’s library grew to boast the most extensive collection of Netflix titles, even outdoing the US collection.

This was the result of careful market research and investment in content that resonated with Japanese audiences, including anime and local drama series.

The same principle applied to different Asian markets, with Netflix creating and acquiring content that aligned with local tastes and interests.

Netflix’s slow and steady approach was heavily backed by data analytics.

The company carefully studied viewership data to understand what worked and what didn’t in each locale.

This data-driven strategy helped Netflix not only to localize content but also to refine its recommendation algorithms, ensuring viewers were presented with content that aligned with their preferences.

The “research first, move slowly” strategy allowed Netflix to adapt its service in a way that felt locally conscious and internationally informed.

It's a reminder that in the world of global digital content, understanding and respecting local cultures, preferences, and regulatory constraints are as crucial as any other aspect of business strategy.

Through this meticulous approach, Netflix has managed to carve out a significant market share in the diverse and competitive Asian streaming landscape.

Netflix Localization Strategy in Asia: Transcreation

Netflix's localization strategy in Asia is a testament to its commitment to cultural authenticity and linguistic precision.

The company goes beyond simple translation to ensure that its offerings resonate deeply with each unique market.

This deep localization spans from providing high-quality subtitles and dubs to culturally informed customer support, all part of a comprehensive effort to connect with audiences across the region's diverse cultural landscape.

In Asia, where the tapestry of languages and customs is rich and varied, Netflix has embraced the art of transcreation.

This process is about creatively adapting content to capture the essence of the original while honoring the cultural context of the audience.

For instance, the Spanish series "La Casa de Papel" (Money Heist) has been transcreated rather than just translated, with special attention to cultural references and colloquialisms, ensuring it resonates with viewers in different regions.

Understanding the distinct needs of viewers, Netflix provides not only subtitles but also captions, enhancing the viewing experience with detailed descriptions of audio and non-speech elements for a fuller understanding, particularly beneficial for the deaf and hard-of-hearing community.

Subtitles serve to translate speech, while captions provide a richer context.

To provide this quality, Netflix employs talented voice actors for dubbing to match the original content's emotional tone.

This process has proven successful, even for challenging live-action series like "Squid Game," which became a global hit.

While some viewers prefer the original version with subtitles, Netflix found that many enjoyed the dubbed versions, which have been consumed more and more on the platform.

This meticulous process, while time-consuming and traditionally cost-intensive, has been optimized by utilizing a blend of native-speaking artists and synthetic AI voice-overs for cost-effectiveness without sacrificing quality.

Moreover, Netflix has integrated "pseudo localization" into its design process, a forward-looking technique that prepares the interface for multi-lingual use and anticipates the spatial challenges posed by text expansion in various languages.

This ensures a consistently enjoyable user experience, regardless of linguistic and cultural background.

In weaving together language services, cultural adaptation, and user-centric design, Netflix's strategy in Asia is holistic, paving the way for meaningful engagement with audiences and solidifying its brand as an inclusive, culturally sensitive entertainment platform.

This comprehensive localization approach has not only allowed Netflix to avoid cultural pitfalls but has also been pivotal in establishing its content as a mainstay in homes across Asia.

Netflix Localization Strategy Transcreation |
Netflix Localization Strategy Transcreation |
Netflix Local Partnerships |
Netflix Local Partnerships |

Netflix Localization Strategy in Asia: Local Partnerships

Netflix's strategy in Asia melds local collaboration with the creation of content that mirrors the region's vast cultural and linguistic diversity.

The platform's localization transcends mere language translation, delving into transcreation to ensure cultural references and idioms resonate with each specific audience.

In Japan, partnerships with local studios have produced original anime series like "Devilman Crybaby" and "Castlevania," while in South Korea, the streaming of culturally resonant K-dramas has woven Netflix into the fabric of the nation's rich storytelling tradition.

Similarly, Korean webtoons have made an international impact, with their unique narrative style inspiring K-dramas like "Sweet Home" and "The Uncanny Counter," contributing to the global Korean Wave—a strategy that Netflix has observed and integrated.

Content across Asia is meticulously curated to meet local preferences, exemplified by a spectrum of Hindi content in India and multilingual offerings across Southeast Asia.

By drawing on the insights of local talent, Netflix ensures that its narratives authentically represent and engage each audience.

Deepening its market penetration, Netflix forms strategic partnerships with local telecom and cable companies, enhancing accessibility and solidifying its presence.

The commitment to local production allows Netflix to tap into the cultural heartbeat of each market, tailoring content presentation, including preferences for subtitles or dubbing, to regional tastes.

The benefits of producing content locally are manifold, fostering stronger viewer engagement, reducing cultural missteps, and generating significant revenue from local markets.

Through this localization strategy, Netflix has not only adapted to the multifaceted Asian market but has also become a model for global content providers aiming to respect and amplify regional diversity.

Netflix in Asia |
Netflix in Asia |

Netflix International Business Expansion Strategies in Asia

Netflix's strategy in Asia is focused on tapping into the area's considerable promise by investing in region-specific content for critical markets like India.

This approach has paid off, with a significant portion of the company's new memberships coming from this diverse and dynamic region.

In Asia-Pacific, Netflix has dedicated itself to creating a platform that feels local.

This means not just translating content but offering subtitles and dubs in various Asian languages, combined with affordable mobile-only subscription plans that reflect the region's mobile-centric habits.

Recognizing the widespread adoption of internet services like those from Reliance Jio in India, Netflix has launched budget-friendly mobile plans and formed partnerships with local telecoms.

These partnerships have allowed Netflix to grow a substantial subscriber base in India.

Content tailored to regional preferences has been key to Netflix's success in Asia, with a notable investment in producing over 40 original titles in India alone.

Across Asia, the company has produced over 200 original titles, including more than 70 from South Korea, backed by significant investments like the $700 million poured into the Korean market since 2015.

Netflix's commitment to the region is also evident in Southeast Asia, where it has significantly expanded its catalog, aiming to add hundreds of local titles.

This expansion strategy has put Netflix in a solid position to compete with both regional and international streaming services.

Local productions have found global audiences, with shows from Japan, South Korea, and India enjoying international success and reflecting Netflix's ability to create globally appealing content that resonates with local cultures.

As Netflix looks to the future, it increased its investment in Asian content in 2023, driven by the growing revenue from markets across the region, including Australia, Japan, South Korea, India, Indonesia, Philippines, and Thailand.

This investment strategy is part of Netflix's broader plan to deepen its penetration and drive sustained growth in Asia.

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River Chan
River Chan

River Chan is a marketing director of with over 10 years of experience in marketing from strategic planning, project execution, and data analysis across different industries.

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