SVOD Global Expansion in Cross-National Comparative Perspective: Netflix in Israel and Spain

Michael L. Wayne, Deborah Castro

Research output: Contribution to journalArticlepeer-review

37 Scopus citations

Abstract

This article compares the processes by which Netflix entered national pay-television markets in Israel and Spain. In both contexts, Netflix first establishes itself through collaborations with over-the-top (OTT) television operators and then expands through collaborations with legacy providers. By using the perspective of cross-national comparative research, this analysis complicates the scholarly understandings of subscription video on-demand (SVOD) global expansion by drawing attention to the significance of national multichannel providers. Given the differences between the Spanish and Israeli pay-TV markets, Netflix’s similar pattern of engagement in each case highlights the value of understanding SVOD global expansion as a coherent industrial process that produces distinct, context-dependent outcomes. Ultimately, the histories of Netflix in Israel and Spain reveal that internationalization operates at a meso-level where collaborations with pay-television providers facilitate access to national audiences.

Original languageEnglish
Pages (from-to)896-913
Number of pages18
JournalTelevision and New Media
Volume22
Issue number8
DOIs
StatePublished - 1 Dec 2021
Externally publishedYes

Keywords

  • Netflix
  • SVOD
  • cross-national comparative research
  • global television
  • pay-television
  • television industry

ASJC Scopus subject areas

  • Cultural Studies
  • Visual Arts and Performing Arts

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