Why Can't I Watch That?

Since Netflix is endlessly accessible, it's easy to see why it's so popular internationally. Reaching 190 countries (and counting) Netflix is no longer the underdog media giant that has changed the face of the industry.

Convergence

• Netflix is also an example of "convergence culture" as coined by Henry Jenkins.
• Convergence culture is when media and platforms integrate into one, becoming a platform, an advertising front and a producer of content all at once.
• This aptly describes the Netflix reality; it produces content, advertises content by featuring it on its front page and becomes tailored to you specifically.

Accessibility

• Netflix is available internationally and is easy and cheap to acquire.
• It offers a limitless supply of media to enjoy with a subscription.
• "It's on Netflix" has practically become the new lingo for "it's easy to find."
• It's available on countless platforms.

Digital Divide

• The digital divide is the "divide" between people who have access to digital technologies (ie smartphones, computers, the internet) and those who don't.

Cultural capital

• Cultural capital is the markers of "good" taste and social mobility that extends beyond simple finances.
• There is cultural capital to be gained through the consumption of particular content.
• A good example would be the marketing of HBO as "not TV", indicating the social capital associated with HBO content

a cultural divide

• A digital divide idea can also be applied to the issues that face the geographical "borders" to Netflix content.

Geography

• There are geographic borders on Netflix content (and other forms of digital media content)
• These borders are arbitrary and have much more to do with economics and licencing than any actual "issues" with diversifying content internationally.

globalized Content

• Media is a globalized commodity in the digital age.
• Lots of programs and films are made with international audiences in mind, and by international companies that outsource work.

Access to Content

• Netflix allows legal access to programs, which allows people to feel morally sound while also allowing them to get their hands on the content they want.

VPNS

• VPNs, or "virtual private networks" are proxy networks people use for a variety of reasons, but most recently to access international Netflix content from anywhere in the world.

The relationship between netflix and VPns

• Netflix has a complicated relationship with VPNs.
• While the company does not necessarily forbid the use of VPNs to access their content, the corporations they licence from pressure Netflix to enforce stricter digital borders.

Netflix and VPns (con't)

• Netflix's crackdown on VPNs and their users has led to consumer backlash.
• People have given up their Netflix accounts because of this.
• This is bad for the consumer, Netflix and the content licensers.

A global library of content

• People, generally speaking, want to support things they like.
• This is where fan cultures who purchase blu-rays and merchandise come into play, and why people subscribe to Netflix in the first place.

Why is a global library important to the future of Netflix?

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• A global library of content would allow Netflix to maintain its current digital market lead.
• It would also benefit the content licencers because it would mean more exposure and more possible viewers.

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• Globalized content would also foster goodwill from the consumer to both Netflix and other content creators.

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• Content licensers must realise that those who cannot get access to their content legally will turn to illegal means.

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• If licencing is the one thing that is preventing people from getting the content they want, and if this is negatively affecting Netflix's business model, then the logical solution is to acquire global licencing.

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• A global library would mean people wouldn't have to turn to illegal means to get the content they want, because it would be easily accessible.
• Good for you, good for me, and content producers.

thank you!!