Growth Strategies for International Streaming Services: Netflix and Disney+

Abstract

The purpose is to identify the features of strategic planning and formulate specific recommendations on the choice of growth strategies in developing and developed markets for international streaming services. Objectives: study of specific examples (cases) growth strategies in developed and emerging markets; identify key factors for the successful development of companies; study cases of adapting a product to the needs of the local market environment. Methodology: comparative analysis; analysis of financial indicators and benchmarking; synthesis of information obtained; inductive and deductive methods. Results. of the study showed that taking into account the needs of the audience in national markets is the key to the growth of the company and its subscriber base. When entering the market, companies use a pre-formed market development strategy as a starting point for expanding the number of users, after which they continue to strengthen their positions using market penetration, product development or diversification strategies, adapting the product to the needs and characteristics of the market environment. Conclusions. Partnerships have proven to be an important factor in developed and emerging markets, however, in the case of developed markets, this strategic step benefits in quantitative terms, and in the case of emerging markets, both in qualitative terms (localization of content) and in quantitative terms, the growth in the number of users. The findings and results of the study will be useful to existing streaming services, startups, venture investors and government agencies regulating this area.