NFLX Adaptive Strategy in the Indonesian Digital Streaming Video on Demand

International Relations Department, Faculty of Humanities, Bina Nusantara University, Jakarta, Indonesia 11480

^* Corresponding author: roseno.affandi@gmail.com

Abstract

This study aims to explore the topic of the streaming phenomenon which in recent years has become one of the most popular and best-selling business trends due to digitalization. This research attempts to explore the subject through the success of NFLX, a Subscription Video on Demand (SVOD) service based in the U.S. that managed to expand its reach to more than 190 countries—observing the trends and external factors that are affecting NFLX’s behavior and strategy that determines their action to secure their place in the foreign markets, affecting the industry and culture surrounding it. From qualitative data resources gathered through primary and secondary data, this research explored the phenomenon of NFLX and its adaptability by applying PEST Analytical Concept and Porter’s Five Forces as a framework to analyze the dynamics between NFLX and external factors. This study found NFLX to be very influential and adaptable in securing its place in Indonesia, overcoming regulatory barriers, and establishing partnerships to expand and adapt its product and operational strategy to the market preferences.