cELEBRATING THE DIVERSITY OF CONTENT
Globalization of Culture
Why are we still calling them “Foreign films”? Aversions to non-English titles can seemingly be a barrier for some films, but what if they were presented in a way that capitalized on being “different”? Providing options with audio and caption features encourages viewers to seek out foreign content in a way that’s comfortable for them. Driving a conversation about consumption while tapping into the culture behind it reveals the accessibility offered through Netflix’s streaming service.
Breaking the boundaries defined by physical spaces, and offering insight into the similarities between cultures and people. Engaging more people in the globalisation of cultures, content and breaking down barriers. With multiple touchpoints, this campaign speaks to a generation of people divided only by physical distance. Celebrating the diversity of content, Netflix can embrace an ever-changing landscape of culture.
Research
- Foreign films? Not so foreign with the click of a button. Having a multitude of options to choose “how you watch” makes all the difference in “what you watch”.
- Young people are almost four times more likely than older viewers to watch TV shows with subtitles, despite having fewer hearing problems. (Sagetext, Sapio Research)
By each one of us pressing a button, regardless of any geographical and/or national border, cultures have become ever more inextricably interconnected and entangled. (Zojer, Heidi.) - Connecting with new and different media has never been easier. With the ease of access and a click of the button, viewers can now personalize their experience to open up their options. (Youngs, I)
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