Globális szereplők Európában: Netflix
Global Players in Europe 1: Netflix

Summary/Abstract: Using Nordic Noir and crime series as an example, this paper shows how Netflix uses different ways to gain an audience on local markets and to sustain subscribers over longer periods of time. Through an analysis of the platform interface of Netflix, we demonstrate how the idea of originality has been a prime branding model for Netflix, starting with the political thriller House of Cards (2013-), continuing today with a much broader idea of what originality appears to be. Finally, we show – again through the lenses of Nordic Noir – how Netflix has been able to tap into the geopolitical transcultural identity of ‘Nordism’ through their local productions and branding acquisitions of canned productions as Netflix originals.

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