Netflix?s presence: Investigating content producers? understanding of Netflix in the Korean media industry

초록

The expansion of over-the-top services is exemplified by the growth of Netflix, a global subscription video-on-demand platform that has globally expanded its services. Netflix's hit series, The Squid Game and Sweet Home, created by South Korean producers, has gained popularity worldwide, enabling Netflix to gain a greater presence in the global markets. Although Netflix has triggered the transformation of local media markets, very few studies have examined its impact, particularly from the perspective of content producers who play a key role in the content creation and development of the over-the-top industry. Accordingly, this study aims to explore their perception of Netflix in terms of the opportunities provided, and the challenges posed to the South Korean media industry. We conducted semi-structured interviews with content producers and employed a core-periphery analysis of social representations. By revealing producers' perceptions of Netflix, this study enhances the overall understanding of its impact on the local media industry and provides theoretical and managerial insights into the global platform's impact on the local market.

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