Netflix to invest over €13 billion in European market
A decade ago, non-English-language content accounted for less than 10% of viewing time; today, it makes up more than a third
Content for European viewers is now shaped by ten regional teams. Since 2019, they have been led from Amsterdam by Larry Tanz, Head of Content for the EMEA region.
In *The Big Question* program on Euronews Business, Tanz said that Netflix does not set a goal of necessarily producing a global hit. The company focuses on authentic stories for specific audiences: if you try to please everyone, the project will ultimately be watched by no one. An example is *Squid Game*: the series conquered the world precisely because of its distinctly Korean character. According to Tanz, every international hit on the platform first won over viewers in its home market.
The approach has proven effective: a decade ago, non-English-language content accounted for less than 10% of viewing time; today, it makes up more than a third.
At the same time, Tanz criticized European regulation. In his opinion, strict investment obligations discourage risk-taking and force investment into projects that viewers do not want to watch.
