Netflix面临着来自区域竞争对手的激烈竞争，他们采取了提供Netflix高质量流媒体服务的策略来进入这个市场。这种竞争主要来自法国和德国等发达国家的本地竞争对手，因为他们有更多的机会获得本地化内容((Bauman et al.， 2013)。
In the month of January 2016, Netflix announced its operations to have expanded in a single day over 130 new countries. It marked its presence in all major markets internationally with an exception of China alone. The company has delivered mixed results, it reported good international growth for the first quarter (Q1) in 2016 but this growth couldn’t be maintained in the second quarter (Q2). The company’s stock tanked below the international subscriber growth and investment targets set by Wall Street in Q2. This report highlights the various challenges that Netflix is facing and ways in which management is trying to overcome them to earn a name in the communication industry:
Netflix struggled to survive in some international markets and there might be numerous causes for the same, In this article, key challenges that hurt the quest of Netflix to take over the world (Brenner and Maxwell, 2011) have been discussed in detail:
Limited availability of Local Content
Netflix faced rigorous competition from regional competitors as they adopted strategies of offering high quality streaming services from Netflix for their own entry into this market. This competition mostly came from local competitors in developed countries like France and Germany, as they have more access to localized content ((Bauman et al., 2013).
Barriers of Language
Netflix easily penetrated the markets of English speaking countries but its real challenge was to acquire markets with non-English speaking audience. Thereby, the company had to deal with many complications to build its brand name in countries like Russia, with only 5% of population speaking in English, as per a census of year 2010.