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Factors Affecting the Choice of Competitive and Growth Strategies in Global Video Streaming Industry Across Different Countries: the Example of Netflix and Disney in Europe and the US

Student: Garri Mirzoyan

Supervisor:

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

There has been much emphasis on recent changes in the market landscape of global media and entertainment, and its effects on the competitive environment across countries. In particular, video streaming platforms, in the face of Netflix, have been reported to bring about a turnaround in terms of the balance of powers, hence questioning and undermining the strategies of the long-standing media players. Nonetheless, there is a little explanatory and classification research on strategic determinants of the competitive and growth choices of the global video streaming companies among regions. Thus, this study aims at highlighting the core factors impacting the choice of competitive and growth strategies within the realm of global video streaming industry. To provide a more nuanced picture, case studies and sequence analysis are applied to Netflix's and Disney's practices in the strategically significant regions, namely Europe and the US. The divergence of the cases observed brought forth respective level of insights. Thus, this study may serve as a steppingstone for further research in understanding decision drivers, intrinsic to the video streaming industries across different markets. The findings have led to managerial implications, that could be critical in strategy formulation for players in related industries.

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