Glocalization of streaming platforms: Netflix’s strategy in the Indian market

the article is devoted to the study of the glocalization processes of global streaming platforms, taking Netflix’s strategy on the Indian media market as an example. In this context, glocalization is viewed as a key managerial paradigm that ensures the adaptation of OTT services to the cultural, linguistic, socio-economic, and technological specifics of regional audiences while maintaining a unified global brand positioning. Using the Netflix case in India, the authors analyze changes in the business model, marketing communications, pricing policy, interface solutions, and content strategy, and describe the organizational mechanisms for localization and interaction with the national industry. The main methodological tool is the case?study method, which makes it possible to conduct a comprehensive analysis of the stages of Netflix’s entry into the Indian market, identify the managerial challenges the platform faced, and assess the effectiveness of the adaptation solutions implemented. Special attention is paid to economic barriers (low purchasing power of the population), cultural and linguistic fragmentation of the audience, and the high competitive density of the market (more than 30 OTT players, including local and transnational operators). Based on empirical data, it is shown that the successful operation of global digital platforms in Global South countries is possible only with deep localization of all key components of the product and strategy. The results confirm the hypothesis that glocalization functions not merely as an operational tactic but as a structurally necessary element of business strategy under conditions of digital globalization and multilevel competition. Moreover, the role of glocalization as a mechanism of cultural exchange is emphasized: through content localization and expanded presence in regional markets, global platforms contribute to the internationalization of local cultural products. The article contributes to the development of scholarly discourse in media management, strategic marketing, cultural studies, and global media research, expanding our understanding of the mechanisms of interaction between the global and the local in the digital age.

glocalization, OTT, streaming services, Netflix, local content, Indian market, media strategy