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With ‘Squid Game 2’ and ‘The Leopard,’ Netflix doubles down on international appeal

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With 'Squid Game 2' and 'The Leopard,' Netflix doubles down on international appeal

As someone who has traversed the vast expanse of Netflix’s diverse content library, I am truly captivated by the company’s ambitious endeavor to weave together the world through storytelling. The way Netflix is leveraging local languages and cultures to create compelling narratives that resonate with audiences globally is nothing short of remarkable.

Is Netflix a universal language?

I’m proud to be a part of this entertainment titan that’s aggressively pushing forward in the global streaming industry. On Monday, we unveiled our newest collection of international originals, a crucial component of our plan to captivate and hold onto viewers worldwide.

The list includes the much anticipated sequel to the violent Korean-language drama “Squid Game,” Netflix’s most watched show ever; “The Leopard,” an Italian story about a prince in the 1860s; and the third season of the Japanese series “Alice in Borderland.” Another ambitious project: the first-ever TV adaptation of the classic novel “One Hundred Years of Solitude.”

The strategy of this streaming service based in Los Gatos, California is to develop shows and movies in local languages that resonate with viewers in particular markets and regions. If these productions gain widespread popularity, Netflix can then broadcast them in other countries, including the United States – as was the case with the first season of “Squid Game” and the Spanish-language thriller “Money Heist.

A significant portion of the company’s subscriber and income expansion comes from international audiences. According to Netflix, approximately 650 million of their viewers reside outside the United States.

At a recent event held at the Tudum Theater in Hollywood, Netflix’s Chief Content Officer, Bela Bajaria, shared that they are collaborating with local artists to create series and movies tailored for particular nations. She emphasized that compelling narratives can emerge from any location and resonate with viewers globally.

Audience members watching Netflix have grown fond of international shows as they’ve become comfortable with reading captions at home. In fact, over three-quarters of all viewing on Netflix involves closed captions or dubbing, according to Bajaria. Last year, approximately 13% of the viewing hours in the U.S. were dedicated to non-English content.

According to Bajaria, while some believe the primary objective is to produce global blockbusters, this isn’t typically how things work at Netflix. Instead, they aim to create content that strikes a chord in their local markets initially.

The success of many of its shows stems from the fact that people connect with the genuine narratives rooted in local settings. “[I]f you strive to create something for all, you often wind up creating something that resonates with none,” she noted.

The organization boasts a substantial international footprint, operating 26 offices beyond U.S. borders and collaborating with over a thousand creators from more than fifty nations. According to Bajaria, non-English narratives that captivate the largest American audiences are predominantly Korean, Japanese, and Spanish productions.

A standout demonstration of this approach’s success is “Squid Game,” a series that garnered an impressive 265.2 million views within its initial 91 days on Netflix, as per the company’s data. The second season will premiere on Dec. 26.

Will viewership for the second season reach the heights of the original?

In a cautious manner, Minyoung Kim, Netflix’s vice president for content in the Asia Pacific region, mentioned that the platform has seen an increase in subscribers following the release of “Squid Game” in 2021. Moreover, she hinted that the upcoming season is brimming with excitement and drama.

Kim expressed great faith during an interview, stating that fans who watched Season 1 are bound to adore Season 2. Even those yet to be acquainted with the series should find Season 2 relatable and enjoyable too.

Netflix executives express that their dedication to sharing genuine local narratives has earned them the confidence of storytellers. Coming up next month is Part 1 of “One Hundred Years of Solitude,” an adaptation from Gabriel García Márquez’s extensive magical realism novel, which chronicles the rise and decline of a fictional Colombian town.

As a passionate cinephile speaking here, I’d like to share some intriguing insights. Francisco Ramos, Latin American content VP, mentioned in an engaging presentation video that no one before had dared to transform Garcia Marquez’s captivating book into a series or movie. Moreover, the esteemed García Márquez family hadn’t given their approval for any adaptations until now.

Ramos stated that it was possible for us to do so because of our dedication to film the project in Colombia, maintaining the book’s original structure in a series format, and using Spanish to preserve its authenticity.

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2024-11-19 17:31

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