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How Netflix, Disney+, and other streaming services are changing the global TV industry

“Squid Game.”


Netflix has showcased the power of global TV with hits like “Money Heist” and “Squid Game,” and other entertainment companies have been following its lead in expanding their streaming services internationally.

Disney’s platforms including Disney+, Hulu, and Star are now in six continents. WarnerMedia’s HBO Max has landed in Latin America and Europe, with Asia next on the horizon. And NBCUniversal, ViacomCBS, and Discovery are bringing their services in more parts of the world. 

But, the approach isn’t one-size-fits-all. 

Netflix spent years forging ties with local creators around the world before it landed hits like the South Korean show “Squid Game” and the French heist series “Lupin.”

Read more about why Netflix’s robust international TV strategy is far ahead of rivals.

HBO Max, which expanded into Latin America and Europe last year, is also leaning into local-language programming, and ramping up development of non-scripted programming in places like Europe.

Read more about HBO Max’s European expansion.

But Disney, on the other hand, leaned on sports to propel its streaming service Disney+ in places including India. Amazon is also investing heavily in local content in India ,where it’s been growing its Prime shipping business. 

Content is king, as they say. But it’s not the only differentiator for global streamers. 

In the Middle East, local streamer StarzPlay grew market share by tailoring its payments strategy for consumers who don’t have credit card. Its payments strategy includes partnerships with 26 regional telecoms; monthly, weekly, and daily subscription plans that vary by country; and options like micro-charges.

Read more about how StarzPlay’s payment strategy helped it gain market share in the Middle East and North Africa

As competition intensifies, companies from Netflix and StarzPlay will need to get more creative in how they leverage partnerships to grow the overall audience for streaming TV worldwide. 

Here’s a list of our recent coverage of how streaming is upending the global TV industry: 

Streaming’s impact on global TV:

  • Netflix’s ‘Squid Game’ is part of a robust international TV strategy that’s ahead of rivals
  • 10 reasons ‘Squid Game’ became a global phenomenon, according to a Netflix marketing exec
  • Inside HBO Max’s international expansion, as it tailors its strategy for the European market
  • International TV producers describe how streaming competition is changing their markets
  • How Netflix’s strategy for buying international TV shows is changing
  • Data shows how heavily Netflix is leaning into international TV shows

On filmmaking:

  • Netflix is courting Hollywood filmmakers like “Tenet” director Christopher Nolan
  • How Zack Snyder fits into Netflix’s plans to build franchises to compete with Disney and WarnerMedia

On corporate strategies:

  • Why a flexible payments strategy is key in international streaming TV
  • Netflix’s Mark Millar plans to build a streaming superhero universe starting with ‘Jupiter’s Legacy’
  • Netflix’s new video-game strategy will live or die by how well it can create mega movie and TV franchises
  • How HBO Max’s marketing team helped ‘Gossip Girl’ become the service’s biggest original series premiere
  • Inside HBO Max’s product strategy, as the team prepares to launch ads and expand internationally
  • Hulu is plotting a big push into original reality TV and documentaries
  • A Netflix slide deck shows how it’s trying to fix lofty problems in personalization
  • Showtime insiders worry about its future focus moves to Paramount Plus
  • How a startup is trying to solve some of the headaches streaming TV services face as they expand internationally
  • The streaming wars have come to TikTok as Netflix, HBO Max, and other services flood the app
  • HBO Max aims to keep subscribers from canceling through personalization and new content for Gen Z

On organizational structures:

  • ViacomCBS org chart: We identified the 54 top execs in charge of streaming and who they report to
  • Netflix org chart: We identified the 71 most powerful people at the streamer and who they report to
  • WarnerMedia org chart: We identified the 111 top execs at the entertainment company and who they report to

On leadership:

  • Meet the top HR execs at Hollywood companies like Netflix and NBCUniversal
  • Meet the top data science execs at Netflix, Disney, WarnerMedia, and more Hollywood companies
  • Meet the 15 most powerful marketing leaders in the streaming-video wars
  • Netflix has an elite ‘Lstaff’ team of 23 execs that helps make the company’s biggest decisions
  • These Amazon and MGM execs will be jostling for power as the companies combine
  • Insiders are speculating about the future of these 9 key execs at Warner Bros. Discovery
  • Meet the 18 power players leading free ad-supported streaming video

On M&A: 

  • Netflix lays out its M&A strategy, and experts weigh in on the kinds of companies it could buy
  • After Amazon’s MGM deal, experts think these 5 Hollywood giants could be Big Tech acquisition targets

On industry growth:

  • We estimated how much Netflix, Disney+, HBO Max, and more are making from the subscribers they gained
  • Netflix has kept churn low despite price hikes and intensifying competition

On ad-supported video: 

  • How much ads cost on 10 of the biggest streaming TV companies
  • How Fandor’s relaunch strategy could be a model for niche streamers, according to its new owners
  • Data shows how the audiences of surging ad-supported streaming services compare to subscription rivals

On work:

  • How to sell a show to Netflix with the help of an easily digestible pitch document
  • An internal Netflix meeting meant for senior staffers played a role in the streamer’s recent clash with employees
  • What data chiefs at companies like Netflix and Roku look for when hiring
  • Netflix’s top TV exec explains how she bounced back after getting fired from her dream job
  • Netflix shares the inclusion strategy that helped it improve Black representation in its leadership

On salaries:

  • Netflix salaries revealed: How much engineers, marketers, content execs, and others get paid
  • Roku salaries revealed: How much the company pays for key US jobs in product, engineering, and more
  • Twitch salaries revealed: How much software engineers, data scientists, and more get paid

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