Netflix production engages with local cultures by commissioning local productions for local and global audiences, adapting its platform for regional user preferences, and collaborating with local creators and industries to foster growth in diverse markets.

This strategy helps attract specific customer segments and solidify loyalty, though it also raises concerns about intellectual property control and the potential subjugation of local production environments to the preferences of global streaming giants.

Strategies for Cultural Integration Local Content Production: Netflix produces original films and series in local languages with diverse casts and storylines to resonate with regional audiences, such as the Brazilian series "3%" or the Korean series "Squid Game".

Collaboration with Local Talent and Industries: The company partners with local production companies, explores local stories, and fosters local talent to develop content with high export potential, similar to how Thailand is drawing inspiration from South Korea's cultural strategy.

Platform Localization: Netflix adapts its user interface, features, and recommendation algorithms to support local languages, payment methods, and content preferences.

Impact on Local Cultures Opportunities for Local Creators: Foreign platforms provide necessary capital for creators to produce large-scale content that might otherwise be unattainable due to limited domestic funding.

Global Visibility for Local Content: Netflix has facilitated the global circulation of national media content, offering local productions a path to critical acclaim and international recognition.

Cultural Representation: By exploring and repackaging local cultures, Netflix creates narratives of cultural authenticity for global audiences, enhancing its international brand.

Challenges and Concerns

Intellectual Property Control: Local producers may relinquish significant intellectual property rights to streaming platforms, limiting their ability to gain additional revenue from their creations.

Dependence and Market Dynamics: A growing reliance on foreign platforms could undermine the local production environment in the long term by shaping content to suit global preferences, potentially leading to the subjugation of local media to global SVoD giants.

Speculative Authenticity: The portrayal of local cultures for a global audience can sometimes involve "speculative Koreanness" or representational practices that cater to imagined non-Korean viewers rather than authentically reflecting local life.