Now streaming everywhere : an examination of Netflix’s global expansion
Journal: Texas ScholarWorks (Texas Digital Library)
Year: 2018

This thesis explores how Netflix’s market positioning strategies evolved as the company began expanding globally. Netflix began offering its streaming service outside of the United States in 2010, when the company introduced its service to the Canadian market. The company’s second wave of expansion began in 2011, when Netflix introduced its service to the “Latin American” market. During these first two waves of expansion, Netflix initially used U.S.-centric positioning strategies to introduce it