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Netflix finds a way into China, but it’s not quite what it really wants

Netflix Inc. has inched open the door to China’s coveted and elusive video streaming market thanks to a content licensing deal with iQIYI, one of the country’s biggest video streaming platforms.

But the deal that Robert Roy, Netflix’s vice president of content acquisition, announced on Tuesday at a conference in Indonesia likely is not the way the company wanted to enter the Middle Kingdom, according to CFRA Research analyst Tuna Amobi.

“This is less about financial upside and more about finding a strategic path to building some brand awareness and recognition and learning more about how to navigate the market,” Amobi said.

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