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Netflix Embracing Asian-Produced Content: The Asian Cultural Invasion Begins?

By Dustin Kemp
Published on: 18:03 PST, Jul 1, 2016

Netflix recently confirmed that its ever-growing archives of Netflix original content will soon be taking on a distinctly Asian flavor by adding a variety of extremely popular Asian filmmakers to its roster. Could this spark an introduction of Asian cultures to the U.S. similar to what the country saw from U.K. culture with the “British Invasion” of the 1960s?

Netflix’s decision to dive headfirst into the realm of Asian-produced content is the result of a few factors.

First of all, Netflix hopes it will help the service in Asian markets. It is no secret that Netflix has been trying for a while now to expand outside of the U.S. Eastern Asia is a particularly appealing area for Netflix, as there is a large population in that part of the world and a decent percentage of it has expendable income for use on premium services like Netflix.

The company’s decision this January to enable Netflix streaming in 130 more countries around the world helped this cause, of course, but Netflix was still having a difficult time breaking into the mainstream in many East Asian and Southeast Asian countries because it did not offer any content in the style of local programming.

Ted Sarandos, chief content officer at Netflix, elaborated on Netflix’s desire to expand its localized programming channels in a recent interview with Venture Beat.

“The weakest point for Netflix, people say, is the local content, but that’s because we need time to learn not just the market and box office but about what and how [East Asian] people watch.”

To solve this problem, Netflix is tapping the talents of Asian directors, storyboard artists, and producers.

A second factor that helped Netflix reach its decision to go Asian is the unprecedented success of many Asian-produced shows in existing Asian markets. For example, the Korean-made series Descendants of the Sun was a smash hit in China this Spring.

The huge viewing numbers the K-drama racked up in its very densely populated neighbor country were more than enough to get Netflix’s attention, and the service has already purchased rights to the series. Now, Netflix subscribers around the world will be able to enjoy the show when it is uploaded this Summer.

Undoubtedly, Netflix hopes to duplicate the extreme success of Descendents with Netflix original programming, and they figure the best way to do that is by sourcing production talent from the target market’s home continent.

A third factor is that Netflix wants to increase the diversity of its programs for its existing subscribers.

Both in in terms of cultural themes and skin colors, Netflix has already shown that it values including diverse themes in its original programming. Netflix head honchos are aware of this fact and are proud of it.

“In every one of our shows we got a very high level of diversity that we think accurately reflects the populations not just the view of the typical Hollywood casts,” Sarandos told The New York Times in a discussion about Netflix’s Asia-inspired campaign. “We’re absolutely doing well and pushing to do better in terms of diversity for the world.”

“I’m very proud that Netflix shows are among the most diverse shows in the world.”

Whatever Netflix originals are doing, it’s working – Cinema Blend notes that Netflix original content is, on average, rated significantly higher than syndicated content by users on the five-star scale the platform uses. So if diversity is part of that magic formula, and an increase in Asia-sourced production will up the diversity level, then Netflix will certainly at least give it a try.

For all of these reasons, one can see that Netflix’s desire to put out more Asian-influenced content is definitely not a bad idea. The question is, will it affect U.S. culture as we know it?

The “British invasion” is well-known as a time period in the mid-60s during which some British culture, fashions, and ways of thought spread to America via immensely popular music from bands like The Beatles and The Rolling Stones.

One could argue that music was and is a more personal and emotive art form than Netflix video and therefore has a greater chance of being an agent of change. Is it, though? The popularity of Netflix has been absolutely revolutionary in terms of the way we consume modern media, and, like it or not, Netflix has become one of the current generation’s most favored forms of entertainment.

Admittedly, Netflix very well may have trouble getting off the ground in Asia because of regulatory hurdles, higher levels of censorship, and an excess of competition in the video streaming market. If Netflix can overcome those obstacles, however, and its campaign to tap Asian talent becomes a key part of the Netflix business model, it could be the initiator of a similar “Asian invasion” in which some East Asian pop cultural norms are accepted into America’s mainstream because of increased presence in beloved pieces of media. This time, Netflix, rather than the record companies, will provide the vessel of change.

Whether or not Empire of the Sun is popular or not with American Netflix viewers will be a good indicator of whether or not such a cultural merger could actually be on the horizon. Netflix is adding the show soon, so keep an eye out.

[Photo by Getty Images]

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