Begun as a DVD mailing service, Netflix has leapt into an unexpected lead in television’s next revolution: Borderless TV. Last Wednesday, it reported a 56 per cent increase in profits—along with 100 million members, 44 million outside the US—thanks to its success learning “how best to match content with audiences tastes around the world”. With the India launch of Amazon Prime Video last December, the next phase of borderless TV is set to begin.
Following the HBO-led explosion of high-quality serials,
from The Sopranos to Game of Thrones, Netflix has erased national boundaries on the small screen.
Last year, it launched its streaming service in more than 130 countries. To compete, they needed local content, as well movies and shows produced in America. But the acquisition of that content has been more transformative than expected. “Since we went international, the [non-American] portion of our content is increasingly growing, especially with our Indian and Korean content,” said Netflix spokeswoman Jessica Lee.