In the ever-evolving landscape of streaming platforms, Netflix has mastered the art of capturing global audiences with its diverse content offerings. From the adrenaline-pumping heists of “Money Heist” to the harrowing games of survival in “Squid Game,” Netflix has become a household name worldwide. In this post, we’ll explore how “Money Heist” played a pivotal role in Netflix’s global success and how the streaming giant’s “glocal” strategy keeps it afloat in an increasingly competitive market.
Money Heist:
A Global Sensation
“Money Heist” is the most watched Spanish series of all time, thanks to Netflix, which catapulted it to international fame after acquiring it from Atresmedia. The show’s journey began in Spain, where it was known as “La Casa de Papel,” and it quickly gained a cult following. However, it was Netflix’s global reach and savvy marketing that turned it into a worldwide phenomenon.
The last episode of “Money Heist” premiered in autumn 2021, just a few weeks after Netflix started streaming “Squid Game,” the South Korean series that would go on to become the most viewed content on the platform. While these successes may seem coincidental, they are, in fact, the result of a meticulously crafted strategy.
Elena Neira, a researcher and member of the GAME group, explains, “It’s not that a series suddenly greatly appeals to people. It’s the result of a meticulous strategy involving recommendations, dubbing, highly engaging marketing, and serving up the content in a thousand ways so that you end up watching it.” Elena, who is also a course instructor in the Faculty of Information and Communication Sciences at the Universitat Oberta de Catalunya (UOC), co-authored a research article that delves into Netflix’s “glocal” strategy.
The Glocal Strategy:
A Blend of Global and Local Appeal
Netflix’s “glocal” strategy is a fusion of global and local elements, ensuring that its content resonates with audiences across the world while still catering to local tastes and preferences. “Money Heist” exemplifies this strategy in action.
1. Global Reach through Dubbing and Subtitles
One of the key components of Netflix’s success is its commitment to accessibility. The platform offers content in multiple languages, making it accessible to a global audience. “Money Heist” was dubbed into multiple languages, allowing viewers worldwide to enjoy the show in their native tongue. Subtitles were also provided for those who preferred the original Spanish audio. This approach not only breaks language barriers but also makes the content relatable to a broader audience.
2. Personalized Recommendations
Netflix’s recommendation algorithm is a well-known feature that keeps viewers engaged. By analyzing your viewing history and preferences, Netflix suggests content that is likely to pique your interest. “Money Heist” was strategically recommended to viewers who had previously watched crime dramas, heist films, or other international series, increasing its visibility and attracting a diverse audience.
3. Engaging Marketing Campaigns
Netflix invests heavily in marketing campaigns tailored to each region. For “Money Heist,” the marketing team created intriguing posters and trailers that captured the essence of the show’s heist theme. These promotional materials were adapted to suit the cultural nuances of different countries, ensuring that potential viewers were drawn in by content that felt both familiar and exciting.
4. Glocal Content Creation
While Netflix is known for its global reach, it also recognizes the importance of creating region-specific content. In the case of “Money Heist,” the show’s Spanish origin was a significant draw for viewers interested in exploring different cultures. By celebrating its Spanish roots, the series added a unique flavor to Netflix’s global library, showcasing the beauty of Spain’s language and culture.
The ‘Squid Game’ Phenomenon:
Building on ‘Money Heist’s’ Success
“Squid Game,” another Netflix hit, followed in the footsteps of “Money Heist” but brought its own unique twist to the table. The South Korean series captured global attention with its dystopian survival games and thought-provoking social commentary. Netflix’s success with “Money Heist” had already established the platform as a go-to destination for international content, making it the ideal launchpad for “Squid Game.”
Netflix’s “glocal” strategy was in full swing once again. The platform leveraged its extensive user data to recommend “Squid Game” to viewers who had previously enjoyed suspenseful thrillers or foreign language dramas. The availability of dubbing and subtitles ensured that the series was accessible to a global audience. And just as they had with “Money Heist,” Netflix’s marketing team crafted region-specific campaigns that intrigued potential viewers and built anticipation.
In many ways, “Squid Game” became a testament to the continued success of Netflix’s “glocal” strategy. It showcased how a well-thought-out approach to content creation, distribution, and marketing could turn a relatively unknown show into a worldwide sensation.
The Global Impact of ‘Money Heist’
From its origins in Spain to its status as a global sensation, “Money Heist” has played a pivotal role in Netflix’s continued success. By embracing the “glocal” strategy, Netflix has managed to bridge the gap between global appeal and local relevance. This approach has not only catapulted “Money Heist” to unprecedented heights but also laid the groundwork for other international hits like “Squid Game.”
As Netflix continues to explore new horizons and bring diverse content to its ever-expanding audience, “Money Heist” remains a shining example of how the right blend of global and local elements can captivate viewers around the world. In the world of streaming, where competition is fierce, Netflix’s “glocal” strategy is the compass that keeps it afloat in the vast sea of content.
In essence, “Money Heist” is not just a show; it’s a testament to the power of a well-executed global-local strategy, proving that when it comes to captivating the world, Netflix is the true mastermind behind the heist of our attention.
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