Netflix Inc.: Streaming Across Borders and Into Original Content (A)

In 2015, the chief content officer at Netflix was responsible for the company’s globalization strategy, which included $5 billion in new content and an expansion to nearly every part of the world by the end of 2017. Although original programming helped Netflix to grow its subscriber base, it was also very expensive. As a result, Netflix earnings were declining even as the company added new subscribers. The company's chief financial officer warned that the financial situation would only worsen due to the high fixed costs associated with content development and international expansion. See supplement 9B16M119.<br><br>The case is a sequel to “Netflix lnc.: Streaming Away From DVDs” (9B12M040), which provides a history of Netflix, examines its U.S. strategy, and familiarizes students with both the impact of disruptive technologies and the link between technology and business model viability. This case can be used to build on the lessons outlined in the previous case. It also works as a stand-alone case, either to focus on international market entry and globalization or to examine the challenges that digital media companies face, particularly piracy and content regulations.

The case is suitable for international strategy courses at the undergraduate or graduate level. After completion of this case, students will be able to: <ul><li>conduct a SWOT analysis of a business that is in the process of expanding internationally;</li><li>conduct a CAGE analysis of a business that is in the process of expanding internationally; and</li><li>discuss the concept of cultural distance and how different types of products and services are affected by culture.</li><ul>

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