Tag Archives: Netflix

The Determinants of Netflix Adoption in Indonesia (Published)

The research studies the impact of social innovation, consumer innovativeness, perceived benefits, perceived ease of use, and perceived cost on the adoption of Netflix as a flexible subscription among its users in Indonesia. It classified as quantitative with a descriptive causal approach and uses an online survey as a data collection method with 265 total respondents within the age of 18 years old and older. The data is analyzed using the SPSS  with tests of coefficients of determination, multiple linear regression, and the T-test. According to the findings, the coefficient of determination obtained is 0.512 which indicated that 51.2% of the consumer adoption of Netflix is affected by several factors. We also finds that service innovation, consumer innovativeness, perceived ease of use, perceived usefulness, and perceived cost have a direct significant impact on consumer adoption of Netflix in Indonesia, individually and mediated.

Citation: Fernanda Fernandhytia, Bernadus Roy Bagaskara   and AdillaAnggraeni (2022)   The Determinants of Netflix Adoption in Indonesia, International Journal of Business and Management Review, Vol.10, No.1, pp.13-24

Keywords: Netflix, Perceived Ease of Use, Service Innovation, Technology Acceptance Model, consumer adoption, consumer innovativeness

Is Netflix Dominating Brazil (Published)

This article investigates the challenges that Netflix faced while consolidating its strategic operations in the Brazilian streaming video content market (Over-the-Top – OTT). North American entertainment company, Netflix was founded in 1997 in Scotts Valley, California, to initially provide DVD sales and rental by mail. In 2007, after delivering its billionth DVD, Netflix changed its business model, and introduced video on demand via streaming on the Internet. In 2011, one year after its first attempt at international expansion, Netflix entered the Brazilian market, offering streaming video content. On December 2017, Netflix had approximately 110 million subscribers worldwide (six million in Brazil), available in 190 countries. Despite its remarkable business performance, Brazilian Netflix operation faces several pitfalls and challenges. In recession since 2015, Brazil is experiencing a turbulent and unprecedented economic crisis due to the downfall in domestic consumption and decline in investment, followed by governmental corruption scandals and one presidential impeachment. Contrary to expectations, Netflix is doing quite well, even facing strong local competition from Pay-Tv providers, in a newly regulatory environment, yet to be fully developed. Also, Netflix is being accused of tax evasion and unfair competition in the country. Findings suggest that the Brazilian OTT market should be further regulated in the near future, and players must be strategically ready for this scenario.

Keywords: Brazilian OTT Market, Netflix, Streaming Video