Global Brand, Local Market: A Strategic Analysis of Netflix’s Adaptation Challenges in India

Authors

Carolina Barraza, University of Nebraska-Lincoln

First Advisor

Pedro Agüero

Date of this Version

Spring 5-2025

Document Type

Thesis

Citation

Barraza, C. 2025. Global Brand, Local Market: A Strategic Analysis of Netflix’s Adaptation Challenges in India. Undergraduate Honors Thesis. University of Nebraska-Lincoln.

Comments

Copyright Carolina Barraza 2025.

Abstract

Netflix is a leading subscription video-on-demand (SVOD) platform known for its premium content and global reach. As it expands into new international markets, one of its most complex challenges is scaling in India, a market defined by intense price competition, regional diversity, and evolving regulatory frameworks, but without losing its global brand identity. This case study provides a strategic analysis of Netflix’s position in the Indian market, using external and internal assessment tools to evaluate the company’s opportunities, risks, and long-term viability. The analysis draws on publicly available data, including industry reports, financial disclosures, and academic research.

A comprehensive PESTEL analysis examines India’s political, economic, social, technological, environmental, and legal landscape, while a Value Chain analysis assesses Netflix’s business activities to find areas of improvement within the value chain to increase competitive advantage. The report also explores viewer behavior, content localization demands, and competitor strategies to highlight critical market dynamics. The strategic recommendation emphasizes investing in regional content co-productions, leveraging telecom partnerships, and enhancing data-efficient technology to reach underserved audiences.

The report then expands through an honors extension that incorporates deeper, high-quality research and a critical comparison to the original case analysis, strengthening the strategic recommendation with updated insights on digital behavior, regulatory developments, and shifting market dynamics to position Netflix for sustainable growth in one of the world’s fastest-growing digital entertainment markets.