Netflix is ramping up its local drama production with a huge push to internationalize its slate of originals. Of the upcoming 65 Netflix 'Original' series analysed by Ampere that are in production or development, just half are being made in the US. The findings feature in a new Ampere report, published by MIP TV and MIPCOM and available for free download. The push to develop localised global content--high quality non-US drama with a story and productions values of global appeal--is a core strategy for both Netflix and Amazon and increasingly important to provide both competitive edge and the rights flexibility demanded of global operation. Similar 'localised global' strategies are being pursued by most of the pan-regional pay TV groups in Europe, including Sky, Telefónica, Canal+, Modern Times Group and HBO Europe.
Although the language mix is not quite as diverse, with around 70% of titles still primarily being English-language, the strategy is likely to see more and more non-English production reach a global audience. Netflix recently announced production of a Polish and a Swedish original, its latest countries to receive local focus. Ampere has analysed the roll-out of Netflix's localisation strategy, including both interface and local production, and believes the next areas of focus will be Turkey, Middle East, Israel and possibly Russia (although regulatory difficulties may preclude rapid development of Russian content).
As well as smoothing the rights access that Netflix needs, 'localised globalisation' could become increasingly important in the European Union as the Council of Europe this week reiterated its plan to increase the European content quota applied to SVoD operators from 20% to 30%. Coupled with a title reduction in several markets that is cleaning out older long-tail content (much of which is of US origin), the influx of local drama should see Netflix able to abide by European content regulation.