Netflix: A zebra among horses
Constantly evolving Netflix has changed the face of entertainment on a
global scale

Date:
September 11, 2020
Source:
Queensland University of Technology
Summary:
Netflix is often criticized as a Hollywood-style entertainment
behemoth crushing all competition and diminishing local content,
but an academic says that's a simplistic view. A media studies
expert said there is a lot of misunderstanding about the world's
biggest internet-distributed video service which has proved a
game-changer for entertainment.



FULL STORY ========================================================================== Netflix is often criticized as a Hollywood-style entertainment behemoth crushing all competition and diminishing local content, but an academic
says that's a simplistic view. A media studies expert said there is a
lot of misunderstanding about the world's biggest internet-distributed
video service which has proved a game-changer for entertainment. Media
studies expert Professor Amanda Lotz, from QUT's Digital Media Research
Centre, said there is a lot of misunderstanding about the world's biggest internet-distributed video service.


========================================================================== "Netflix must be examined as a zebra among horses," said Professor Lotz
who is in the middle of a three-year Australian Research Council Discovery Project - - Internet-distributed television: Cultural, industrial and
policy dynamics.

She recently published an article in the International Journal of Cultural Studies -- 'In Between the Global and the Local: Mapping the Geographies
of Netflix as a Multinational Service.' "Few recognize the extent to
which Netflix has metamorphosed into a global television service. Unlike services that distribute only US-produced content, Netflix has funded
the development of a growing library of series produced in more than 27 countries, across six continents, including Australia.

"Netflix has regional offices now in Singapore, Amsterdam, and Sa~o
Paulo. Last year it opened its Australian headquarters in Sydney."
Along with QUT's Distinguished Professor Stuart Cunningham and Dr Ramon
Lobato, Senior Research Fellow, RMIT, Professor Lotz is investigating
the impact of global subscription video-on-demand platforms on national television markets.

"Internet-distributed video services such as Netflix, have completely transformed the entertainment landscape and the competitive field in
which free-to-air television operates, as well as turned the definition of
'pay TV' on its head," Professor Lotz said.



==========================================================================
"But the Netflix model has been the real gamechanger. Previously, the core business of channels like the BBC, ABC or NBC that commission and pay the lion's share of production fees for series has been nation bound, even
if those shows would someday be available to audiences in many countries.

"Netflix's propensity to commission series in multiple countries,
and then make them available to the full 150-some million subscribers simultaneously, is unprecedented and something no television channel
could do.

"A local example of this is Hannah Gadsby: Nanettewhich has given the Australian comedian a new global profile. She now has a second Netflix
show - - Hannah Gadsby: Douglas.

"And although many believe Netflix competes with the likes of Amazon Prime Video, Apple TV+, Stan and Disney+, none of these services show evidence
of supporting multinational production at a scale comparable to Netflix.

"Our research project has compiled a database of series commissioned by
Netflix (in whole or part) and their country of origin. We have found
more than half of the titles are produced outside the US and initial
analysis of Netflix original films suggests a similar pattern." However, Professor Lotz said Netflix could never develop the depth of content
necessary to replace national providers, especially public service
broadcasters central to cultural storytelling.



==========================================================================
"It is difficult to appreciate whether some of Netflix's peculiarity
results from its global reach, business model, or distribution technology,
but these are crucial questions to ask. And do these characteristics
lead to the availability of stories, characters, and places not readily available? If so, this is a notable benefit to audiences," she said.

"We should also ask how these characteristics affect opportunities
available for writers, producers, and actors who might be rethinking
the kind of stories that must be told to sell internationally.

"Appealing to audiences outside a commissioning channel's country is increasingly necessary. Even if Netflix is unlikely to eliminate national providers, it is reconfiguring the competitive landscape." Professor Lotz
also posted a blog series, Netflix 30 Q&A, in recent months that examines
the differences of the SVOD business and how it allows Netflix different program strategies than linear, ad-supported channels.

"The long term and global rights the company seeks in its commissions
have required significant changes in the remuneration norms for those
who make its series, and it remains unclear whether the new norms amount
to lower pay," she said.

"National broadcasters worry about keeping up with the escalating fees
Netflix can support for its prestige series' and complain of an unfair
playing field where Netflix isn't subject to the same local content
rules and other requirements.

"But business and cultural analysts must stop trying to shoehorn Netflix
into the same category as linear channels and streaming services aimed
at pushing US content abroad. Over its 23-year-existence, Netflix has
evolved repeatedly.

Perhaps this steady change fuels its misperception."

========================================================================== Story Source: Materials provided by
Queensland_University_of_Technology. Note: Content may be edited for
style and length.


========================================================================== Journal Reference:
1. Amanda D Lotz. In between the global and the local: Mapping the
geographies of Netflix as a multinational service. International
Journal of Cultural Studies, 2020; 136787792095316 DOI:
10.1177/1367877920953166 ==========================================================================

Link to news story: https://www.sciencedaily.com/releases/2020/09/200911093045.htm

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