Analysis of Foreign Video Streaming Service Entering Chinese Streaming Media Market: A Case Study of Netflix

DOI

10.2991/assehr.k.211020.177How to use a DOI?

Keywords

Netflix, Marketing Mix, China, SWOT, Streaming service

Abstract

Netflix, the leading video streaming service globally, has expanded to more than 190 nations in the last five years but hasn’t been able to step into the Chinese market. However, being the largest population and booming Internet development, Netflix has flagged China as a potential market filled with potential and revenues. Therefore, this paper will make a study to explore how Netflix can occupy the Chinese video streaming market. To solve the research question, this paper utilizes the literature on the 4Ps theory and SWOT analysis, as well as make a comparison between the current situation of Netflix and Tencent Video, and the secondary data also be used to analyze the possibilities of Netflix’s future development in China. The detailed SWOT analysis for Netflix concludes that the relatively high subscription price and strict censorship regulations will likely restrict Netflix’s future expansion in China. At the same time, diverse and high-quality products with good convenience have positive influences on its market development. To sum up, this article provides a reference for Netflix’s future moves into the Chinese market and has significant implications for other streaming companies looking to enter the Chinese market.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yiling Shi
AU  - Jialai Zhou
PY  - 2021
DA  - 2021/10/21
TI  - Analysis of Foreign Video Streaming Service Entering Chinese Streaming Media Market: A Case Study of Netflix
BT  - Proceedings of the 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021)
PB  - Atlantis Press
SP  - 337
EP  - 343
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211020.177
DO  - 10.2991/assehr.k.211020.177
ID  - Shi2021
ER  -