In this study, Dr. Wayne and Dr. Castro use the perspective of cross-national comparative research to understand how Netflix enters national television markets.
This article compares the processes by which Netflix entered pay-television markets in Israel and Spain to understand the internationalization of streaming video on-demand (SVOD) services more broadly. Given the significant 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. The article will be published in the journal Television & New Media and is currently available Online First.
Read the full article: SVOD Global Expansion in Cross-National Comparative Perspective: Netflix in Israel and Spain