Glocalization processes and new centrifugal dynamics in the international entertainment landscape: the Netflix Case in Italy

This chapter focuses on the evolving competitive landscape of streaming media platforms, which includes different players operating globally with distinctive business models and content strategies, through the analysis of the roll out of Netflix in Italy. It aims at shedding light on phenomena of glocalization as strategies to compete in a global landscape shaped by attempts to expand internationally, made available by digital technology, while local differences remain. Italian audiences in particular have developed over the years distinctive expectations and preferences for media entertainment. As Netflix glocalizes its operations, funding original Italian media content to meet the demands of locally situated audiences, at the same time it is building a library of local content it is willing and able to distribute on its platform in different international media markets. In so doing, Netflix helps generate new centrifugal dynamics, beyond the global and local, redefining the flows of international media.