Analisis Strategi Pemasaran Internasional Netflix Melalui Studi Kasus Serial Hospital Playlist Season 2 (2021)

S. Bachtiar, Kartika (2024) Analisis Strategi Pemasaran Internasional Netflix Melalui Studi Kasus Serial Hospital Playlist Season 2 (2021). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

One of the real impacts of technological advances that have significantly affected the course of the entertainment and creative industries is the rapid growth of online streaming services. With hundreds of millions of users, Netflix is the most famous online streaming platform among many competitors. In its attempt to expand its business to the global market, Netflix slowly entered the market. Netflix features broadcasts in a variety of genres and is produced in different countries. In 2021, Netflix aired South Korea's original production drama Hospital Playlist 2. The drama was very popular both in Korea and around the world, and managed to get into the list of most popular Korean dramas that year. The study explains how Netflix's global marketing strategy is used, especially in the marketing of the Hospital Playlist 2 series. Keywords: International Marketing, Netflix, South Korea, Hospital Playlist 2

Item Type:

Thesis (Undergraduate)

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