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Netflix Five Forces Analysis & Recommendations (Porter’s Model)
Netflix’s external environment is examined in this Five Forces analysis of competitive forces and external factors based on Michael Porter’s model. The company provides streaming services and movies, series, and games. Online business operations facilitate Netflix’s international market reach but also position the company against multinational competitors in the industry. This Five Forces analysis of Netflix accounts for the multinational operating environment and the factors of the five forces, namely, competitive rivalry, customers’ power, suppliers’ power, threat of substitution, and threat of new entry. Netflix’s long-term success depends on its competitive advantages and strategies for overcoming competitive pressures illustrated in this Five Forces analysis.
This Five Forces analysis indicates that competitive advantages and effective competitive strategies ensure the achievement of business goals that realize Netflix’s mission statement and vision statement despite competitive challenges in the industry. The achievement of the company’s goals and performance targets are subject to the five forces, but carefully designed strategies can successfully promote Netflix’s business growth despite competition in the entertainment and content streaming industry.
Summary: Porter’s Five Forces Analysis of Netflix
The external factors linked to competitors, customers, suppliers, substitutes, and new entrants create a challenging competitive environment for entertainment content streaming services. This Five Forces analysis of Netflix illustrates the following intensities of the five forces:
- Competitive rivalry: Moderate
- Buyer power: Moderate
- Supplier power: Weak
- Substitution threat: Moderate
- New entry threat: Weak
Recommendations. This Five Forces analysis establishes the significance of competition and variables linked to subscribers in influencing Netflix’s competitiveness and strategic positioning. Although the industry has aggressive competitors, production capabilities and original content are competitive advantages that limit the impact of competition. The core competencies and competitive advantages detailed in the SWOT analysis of Netflix can provide support for strategic efforts to mitigate the effects of competitors, buyers, and suppliers assessed in this Five Forces analysis. For example, the company’s original movies and series help reduce its dependence on content suppliers or producers. It is recommended that Netflix further develop its content production capabilities to improve competitive advantages based on original content that attracts target customers. These competitive advantages mitigate the influence of media and entertainment competitors and limit the impact of customer/buyer power and the threat of substitutes.
Another recommendation is for Netflix’s diversification and product development strategies, which reduce the effects of the competitive challenges detailed in this Five Forces analysis. Netflix’s generic competitive strategy and intensive growth strategies include objectives for new products and business operations in addition to movies and series production and streaming. The company already offers games as part of its product development and diversification strategies. However, with the competition and buyer power in this Five Forces analysis case, it is recommended that Netflix continue developing more games to improve its position as a provider of gaming content that strengthens the popularity of its movies and series used as basis for such games.
Competition/Competitive Rivalry: Moderate
This component of Porter’s Five Forces analysis assesses the degree of competition and competitors’ impact on Netflix. The following external factors lead to the moderate force of competition on Netflix:
- Low differentiation of streaming services
- High differentiation of content producers
- Subscribers’ moderate switching costs
Most streaming services are similar in function and types of content available. In this Five Forces analysis of Netflix, such a competitive condition strengthens rivalry by making it easier for viewers to transfer between streaming services. However, high differentiation of content producers reduces competitive pressure by discouraging viewers from transferring to other service providers that may not have the same content. For example, some Netflix originals are not available from streaming and content-producing competitors, like Disney , Sony , NBCUniversal, as well as YouTube ( Google (Alphabet) ), Apple TV Plus, Amazon Prime Video, Facebook (Meta) , and Microsoft Movies & TV (Films & TV). Netflix subscribers also experience moderate costs when switching to other streamers, such as additional membership or subscription fees and lack of access to some original content. As a result, many customers keep accounts with multiple streaming services. The strategic factors in this Five Forces analysis illustrate that competition is significant but limited because of original content that functions as a competitive advantage of Netflix.
Bargaining Power of Netflix’s Customers: Moderate
Customers’ influence on prices, profits, market share, and business performance is assessed in this component of the Five Forces analysis. The following external factors reinforce the moderate bargaining power of Netflix’s customers:
- Small size of individual subscribers
- Subscribers’ moderate price sensitivity
A subscriber’s payment is small and has insignificant individual impact on Netflix. In Porter’s Five Forces analysis model, this small size limits or reduces individual customers’ effect on the online company. Also, subscribers’ switching costs limit buyer power over Netflix. For example, switching may come with additional expenses and loss of access to the company’s original movies and series, which are a competitive advantage that discourages subscription cancellations. However, Netflix is subject to the price sensitivity of subscribers. The Five Forces analysis model considers this external factor as a contributor to customers’ bargaining power, as streaming competitors can use affordability as a competitive advantage. The external factor of price sensitivity is included in decisions for Netflix’s marketing mix (4Ps) , particularly strategies for pricing the streaming service. Overall, these factors enable moderate customer power in this Five Forces analysis case.
Bargaining Power of Suppliers: Weak
This component of Porter’s Five Forces analysis refers to suppliers’ influence on the cost of supply or inputs and, thus, Netflix’s business costs, performance, and competitiveness. The following external factors lead to the limited and weak bargaining power of suppliers over Netflix:
- Large number of content producers
- High switching costs for content producers/suppliers
Netflix’s most significant suppliers are content producers, such as local and multinational media and entertainment companies. Considering the uniqueness of each movie, series, or game, these suppliers have a high degree of differentiation. In this Five Forces analysis of Netflix, high differentiation is an external factor that increases the bargaining power of suppliers by making their content desirable and not easily replaced. However, the large number of content producers reduces their individual bargaining power. Furthermore, suppliers experience high switching costs in this Five Forces analysis case. For example, because of Netflix’s international market reach, many suppliers are unlikely to pull out of Netflix, although popular multinational entertainment producers can do so more easily. Netflix’s operations management ensures that the streaming service optimizes business performance while managing strategic concerns involving content producers and their weak bargaining power established in this Five Forces analysis.
Substitutes/Substitution Threat to Netflix: Moderate
The impact of substitution and the competitiveness of substitute products are assessed in this component of Porter’s Five Forces analysis model. The following external factors are responsible for the moderate threat of substitution affecting Netflix:
- Moderate costs of switching to substitutes
- Moderate availability of substitutes
- Subscribers’ moderate propensity to substitute
Substitutes for Netflix satisfy customers’ entertainment needs. In this Five Forces analysis case, substitutes include live shows and performances, free TV channels, and content on discs, tapes, and other media. Although these substitutes offer entertainment, customers are only moderately likely to switch to them because of various costs, like additional spending and inconvenience, in contrast to the affordability and convenience of accessing online content from Netflix. Also, many substitutes have limited availability with inflexible schedules or locations. This external factor limits the substitution threat in this Five Forces analysis case. Moreover, many customers are satisfied with Netflix’s online content and streaming services and are only moderately likely to use substitutes, such as during moments of boredom or when seeking different activities. Overall, this component of the Five Forces analysis of Netflix establishes the moderate threat of substitution.
Threat of New Entrants/New Entry: Weak
This component of Porter’s Five Forces analysis assesses the likelihood of new competitors and their impact on Netflix’s prices, profits, and business performance. The following external factors lead to new entrants’ weak threat to Netflix:
- Moderate cost of doing business
- High supply chain costs
- High cost of reaching critical mass for network effect
Netflix’s operations in the entertainment and content streaming industry involve moderate costs for developing and maintaining IT infrastructure. Also, developing original content is costly, while getting support and content from various media companies requires time and accompanying processing, business, and legal costs. These strategic factors reduce the threat of new entry in this Five Forces analysis of Netflix. Moreover, new entrants need to spend considerable time and capital before reaching critical mass, which is the point where they already have enough content and subscribers to easily attract more subscribers and content producers. This component of the Five Forces analysis establishes that new entrants pose a weak threat to Netflix.
- Davis, S. (2023). What is Netflix imperialism? Interrogating the monopoly aspirations of the ‘World’s largest television network’. Information, Communication & Society, 26 (6), 1143-1158.
- Gómez, R., & Munoz Larroa, A. (2023). Netflix in Mexico: An example of the tech giant’s transnational business strategies. Television & New Media, 24 (1), 88-105.
- Netflix, Inc. – Form 10-K .
- Netflix, Inc. – Long-Term View .
- Netflix, Inc. – Top Investor Questions .
- Sforcina, K. (2023). Digitalizing Sustainability: The Five Forces of Digital Transformation . Taylor & Francis.
- U.S. Department of Commerce – International Trade Administration – Media and Entertainment Industry .
- Wayne, M. L., & Uribe Sandoval, A. C. (2023). Netflix original series, global audiences and discourses of streaming success. Critical Studies in Television, 18 (1), 81-100.
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Willy C. Shih
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- Netflix in 2011 By: Willy Shih and Stephen Kaufman
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Case Study: Netflix
Introduction
Founded in 1997 by Reed Hastings and Marc Randolph, Netflix has transformed the entertainment industry by offering a subscription-based streaming service that provides a wide range of movies, TV shows, and original content. Central to its monumental success is a sophisticated product analytics strategy that empowers the company to deliver personalized content recommendations, optimize user engagement, and continually refine its platform. This comprehensive case study dives deep into how Netflix expertly wields product analytics to shape its decisions, elevate user experience, and maintain its position as an unrivaled leader in the streaming landscape.
Business Context
Netflix’s core objectives revolve around retaining subscribers, delivering high-quality content, and expanding its global user base. To attain these aims, the company employs a multifaceted product analytics strategy that encompasses user behavior analysis, content recommendation algorithms, user engagement optimization, content investment strategies, A/B testing , and global market insights .
User Behavior Analysis
Netflix is unparalleled in its ability to dissect user behavior data to derive insights. The platform meticulously analyzes viewing patterns, search queries, and interaction data. By unraveling this trove of data, Netflix gains deep insights into user preferences, content consumption patterns, binge-watching behaviors, and even the effectiveness of its user interface. This analysis empowers Netflix to make informed decisions about content acquisition, original programming, and user experience enhancements.
Content Recommendation Algorithms
At the core of Netflix’s triumph is its cutting-edge content recommendation system. This system leverages the power of product analytics to analyze user data, encompassing viewing history, genre preferences, time spent on titles, and user ratings. Armed with this data, Netflix serves highly personalized content suggestions, enabling users to discover shows and movies catered to their unique tastes. This personalized touch bolsters user engagement and significantly contributes to subscriber retention .
Optimizing User Engagement
Netflix expertly employs product analytics to fine-tune user engagement metrics , including watch time, session duration, and content consumption behaviors. For instance, the auto-play feature that seamlessly cues the next episode aligns with user interactions and content preferences data. By optimizing these engagement-enhancing attributes, Netflix ensures users remain engrossed in the platform, thereby fostering binge-watching tendencies.
Content Investment and Creation
Product analytics plays a pivotal role in shaping Netflix’s content investment decisions. The platform assesses viewer demographics, content ratings, viewership trends, and even audience responses to specific genres. This analytical approach guides strategic content investments, enabling Netflix to acquire or produce content that resonates closely with user preferences. The company identifies genre trends and potential gaps in its content library by delving into the data, ensuring a comprehensive and appealing catalog.
A/B Testing for User Experience
Netflix embraces A/B testing as a powerful tool to enhance its user interface and overall experience. Various iterations of the user interface, navigation menus, and content presentation are rigorously tested. The resulting insights guide design decisions to create an intuitive, user-friendly interface that optimizes content discoverability and engagement, thereby enhancing the overall viewing experience.
Global Expansion Strategy
Product analytics powers Netflix’s global expansion and ensures it resonates with diverse markets. The company analyzes various regions’ viewing habits, content preferences, and cultural nuances. Armed with this data, Netflix tailors its content offerings and marketing strategies to cater to local audiences, ensuring its relevance and appeal transcend geographical boundaries.
Impact and Benefits
Netflix’s strategic utilization of product analytics leads to a multitude of impactful benefits
1. Personalized Viewing Delight Precise content recommendations based on user behavior analysis enhance user satisfaction and engagement, directly impacting subscriber retention rates.
2. Informed Content Investments Analytics-driven content acquisition and creation decisions result in a diverse content library that caters to a wide spectrum of viewer preferences.
3. Heightened User Engagement Refined user engagement features, informed by data insights, lead to increased watch time and session duration, a pivotal metric for a streaming service’s success.
4. Continuous Evolution A/B testing and user behavior analysis drive continuous improvements to the platform’s user interface, ensuring an intuitive and pleasurable viewing experience.
5. Global Relevance Product analytics empowers Netflix to customize its offerings to diverse markets, solidifying its status as a global entertainment juggernaut.
Netflix’s indomitable position as a global streaming behemoth directly results from its strategic utilization of product analytics. Netflix continually raises the bar by dissecting user behavior, refining content recommendations through data-driven insights, optimizing user engagement through meticulous A/B testing, driving content investments informed by audience preferences, and aligning offerings with global market nuances. In a landscape where streaming trends evolve and competition intensifies, Netflix’s unwavering commitment to data-driven decision-making positions it ideally to adapt, innovate, and thrive as a trailblazer in the ever-changing realm of global entertainment.
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How Netflix uses Data Analytics: A Case Study
The contribution of big data and analytics in the success of netflix..
By Sarthak Niwate
Netflix’s current company valuation is $234 billion. It is currently renowned as the most valued company/media company in the world and transcends even Disney. The success lies in a secret term that is no secret (but the way it’s used in a certain way is a secret) — customer retention.
Customer retention may be defined as the process of engaging the customers and appealing to them to use the service or buy the product.
Now, this may look like a simple tactic at first glance but do note that this is considered by many as the most powerful tactic used by any media company. And Netflix used it so intelligently that their customer retention rate is extremely impressive and keeps increasing over the years.
Can you guess the total subscribers of Netflix? Up until December 2020, Netflix subscribers (paid subscription) amounted to a whopping 203.66 million. This is an excellent milestone for Netflix, as it has crossed the 200 million mark for the first time.
Netflix has really gone a long way ahead of its competitors because of its more successful TV shows and movies that have garnered attention and a high number of views. This has helped escalate the rate of subscriptions. Netflix has been more successful in identifying the true interest of customers or audiences.
Are you wondering why people choose Netflix? And why you chose it?
I came across an informative blog that talked about the top reasons why people choose Netflix. I thought that I should share this here.
How Netflix uses data and big data analytics?
The question looks so simple and straightforward, but only people having the background or experience of working, studying, or playing with data can understand the depth of this question.
For any company or organization, data collection is essential. Imagine Netflix with its 203 million subscribers. Studying the traits of the data of this many customers would be a tremendous task. Netflix uses the collected information, converts them into insights, results, or visualizations, and recommends TV shows and movies as per customers’ preferences and interests. Just read this line again — it almost feels like a supernatural talent or power.
You should be able to relate if you’re a Netflix user. According to Netflix’s study, viewer activity depends on personalized recommendations and the results are true for over 75% of subscribers. Diving deeper into it, several data points have been collected and a detailed profile of each subscriber has been generated. It's hard to believe but, the profile of a subscriber created by Netflix is much more detailed than the information or preferences provided by the subscriber at the beginning of their Netflix usage.
If I want to generalize this, data collected by Netflix is mostly about customer interaction on the application or webpage and responsiveness to shows or movies. To put it simply, if you’re watching any TV show or movie on Netflix, it knows the date, location, and device being used to watch, as well as the time of your watching. On top of that, Netflix also knows about how and when you pause and resume your shows and movies. They also take into consideration if you are completing the show or not, how many hours, days, or weeks to complete the episode or a season or a movie.
Ultimately, it tracks every action taken by the user on Netflix and considers it as a data point. How many metrics will be there in total which Netflix might be using for data collection?
The work is not yet completed! What are some of the extreme points you can think of after reading the last paragraph? Give it a try. You will realize the amount of effort and intelligence required of and implemented by Netflix. Do you have a habit of watching your favorite scenes repeatedly? Then Netflix knows that. Netflix captures screenshots of scenes that viewers watch repeatedly and it categorizes you as per the rating. It keeps track of how many times you search before choosing to watch a show and even what keywords you have used in your search. Imagine how beautiful that data would look if gathered properly. And then after the collection of data, the data is cleaned and a buzz word is implemented, that being the ‘recommendation algorithms’.
At this point in time, you might have understood the reason behind the success of Netflix’s tremendous ability to collect, process, and use data.
Netflix’s ability to collect and use the data is the reason behind its success. It results in better customer retention per year. The study says the rate of customer retention is increasing on Netflix because 80% of users follow the recommendation, and the recommended show or movie is streamed.
Have you ever heard of ‘green-light original content’? Green-light means being allowed to do something. So, green-lit original content is verified or rated content approved on the basis of various touchpoints taken from the user database.
Big data and certain analysis techniques are used for custom marketing, say, for example, to promote a TV show or a movie Netflix releases (which might have various promos or trailers). If a viewer watches content that is more centered on women, the viewer will get a trailer of a movie that is more focused on female characters in that movie.
However, the same applies to many aspects like someone watches movies of certain directors only or certain actors or actresses only. This in and out study or report of each customer reduces the time spent to research on marketing strategies because Netflix already knows the interests and sensitive likes or dislikes of their subscribers.
This is nothing but tracking the actions of subscribers and collecting their data based on this. One technique that is very traditional and Netflix uses that too is to take feedbacks from subscribers. The feedback is then converted into a rating and then the team works on system improvement or recommendations.
Netflix veteran Joris Evers says that there are 33 million various versions of Netflix.
Thank you for reading!
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Table of Contents
Netflix target audience , what are the key principles of netflix marketing, marketing strategy of netflix, digital marketing strategy of netflix, 5 key takeaways from netflix marketing approach, conclusion , a case study on netflix marketing strategy.
Netflix was founded in 1997, offering online movie rentals with less than 1000 titles. Soon, it switched to the subscriber-based model, and in 2000 Netflix introduced a personalized movie recommendation system. By 2005 Netflix had over 4.2 million subscribers and started work on a video recommendation algorithm. And finally, in 2007, Netflix began its streaming services and original content creation. By 2016 Netflix had over 50 million subscribers; the story continues today as it is a worldwide presence in the video-on-demand industry.
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Netflix marketing strategy is undoubtedly a guide for digital marketers worldwide. It is a learning experience to know how this digital media streaming company outperformed all others in the market.
Netflix's target market is young, tech-savvy users and anyone with digital connectivity. The audience of Netflix is from diverse age groups and demographics.
However, most of the audience are teenagers, college-goers, entrepreneurs, working professionals, etc. Netflix aggressively works on content expansion and personalization to expand the user base. They separate the kids' and adults' audiences based on their maturity levels.
Netflix is a fantastic example of an integrating marketing strategy . It is integrated, agile, and customer-driven to make the maximum impact. Netflix follows a customer-centric model to deliver a seamless experience. The platform follows integrated marketing for effective targeting and makes the best use of content marketing for data analytics.
- Customer-centricity: Netflix focuses on creating a solid connection with its customers by engaging them personally and personalizing their viewing experience. They also use clever marketing tactics to get people to watch their shows.
- Integrated viewing experience: Multi-device and up-to-date no matter where you view it from, makes the experience combined.
- Innovation: Modern marketers must use data analytics to create experiences that delight consumers. Netflix uses customer data analytics to get content recommendations because it knows which movies its customers like to watch. For example, if a Netflix user likes Rocky, it will also offer them sports documentaries. As you manage your business, you, too, need to use data analytics for effective marketing and website optimization.
Netflix uses data-driven and customer-centric marketing strategies that work in the digital age. Netflix's success relies on constant analysis and optimization, so you can use these tools for marketing your business online.
Netflix's marketing strategy is a surefire example of innovation and modern-day technology growth. The platform has been eager to bring the changes per market need or user demand. The evolution of the marketing tactics from time to time is one of the core reasons behind its success.
Netflix proves that a brand can connect with customers easily through regular analysis and optimization. Simply put, Netflix's advertising strategy is full of agility, data-collection, user-centricity, personalization, and dedication. Major and minor brands can follow such a strategy and boost brand exposure and market value.
Let's walk through 5 effective strategies of Netflix's advertising strategy that led them to the most disruptive business model.
1. Use Personalized Content
Netflix is an excellent example of how personalized content can improve user satisfaction. Netflix knows what TV shows and movies its users like to watch. It uses this information to create customized recommendations for them. This allows them to find the content they enjoy without searching through many lists. It also ensures that users are always getting the latest and greatest content. This level of personalization is critical for online users because it enhances their experience and makes them more likely to return to a site in the future.
2. Ensure Multi-mode Experience
Starting with a DVD service, Netflix's journey has been successful because of its multi-device strategy. You can open Netflix on TV, computer, smartphone, and tablet with seamless content continuity being watched. The company shows zero restriction in meeting the customers wherever required. Netflix follows both online and offline promotion strategies to boost user engagement. Be it any medium; their marketing strategy remains aligned wherever it can work.
3. Blend Technology With Marketing Tactic
You wouldn't find two Netflix accounts with the same interface or suggestions. The recommendation shows order is as per user activity and ever-changing. They change the artwork frequently to add a sense of newness. Netflix puts modern-day technology to good use. The platform keeps on having new features to gain maximum engagement. Machine learning is a proven technology trend to transform marketing research to the next level. The blend of ML into advertising is what helps Netflix Marketing Strategy.
4. Target Emails Like Any Other Marketing Channel
It is wrong to say or consider that email marketing is dead. Netflix is one solid example of a company making the most out of email marketing. They are one step ahead and pairing the email campaigns with machine learning systems. It helps gather more user data and preferences—further, the data segments into multiple user groups for precise and effective customer targeting. So, email marketing can introduce Netflix to new users and show relevant recommendations to the old users. One essential tip from Netflix email marketing is to be creative and take risks. Those old boring emails wouldn't help get such an impact as Netflix today.
5. Create a Buzz With Better Interactions
Netflix has used the best content marketing strategy in the last decade. The company thinks of an out-of-the-box way to grab quick attention from users. They are bringing standalone products and unmatched experiences. On top of everything, the platform has a seamless communication channel to boost momentary awareness and recognition. The platform allows the audience to be involved in the story and make decisions. This unpredictable move is a proven game-changer for revolutionizing future television. The incomparable buzz in the platform keeps the user stuck to binge-watching. The users feel high engagement in the hopes of finding a happy ending.
Hence, Netflix happens to be a unique example and inspiration for many fellow companies. They have done a commendable job in content, branding, business model, and product. Netflix marketing strategy has a lot to offer to market enthusiasts and students.
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Netflix Case Study
This paper will examine the Netflix Company, analyze it, and present my interpretation, and/or solution, supported by the line of reasoning employed by the assumptions made. It is a comprehensive written analysis that has an accompanying power point.
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When Netflix launched in April 1998, Internet video was in its infancy. Eighteen years later, Netflix has developed into the first truly global Internet TV network. Many books have been written about the five broadcast networks – NBC, CBS, ABC, Fox, and the CW – and many about the major cable networks – HBO, CNN, MTV, Nickelodeon, just to name a few – and this is the fitting time to undertake a detailed analysis of how Netflix, as the preeminent Internet TV networks, has come to be. This book, then, combines historical, industrial, and textual analysis to investigate, contextualize, and historicize Netflix's development as an Internet TV network. The book is split into four chapters. The first explores the ways in which Netflix's development during its early years a DVD-by-mail company – 1998-2007, a period I am calling "Netflix as Rental Company" – lay the foundations for the company's future iterations and successes. During this period, Netflix adapted DVD di...
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This is an English versión of the Paper originally published in Spanish in El Profesional de la información, v. 24, n. 6. http://www.elprofesionaldelainformacion.com/contenidos/2015/nov/14.pdf To cite this article, please use: Izquierdo-Castillo, Jessica (2015). El nuevo negocio mediático liderado por Netflix: estudio del modelo y proyección en el mercado español. El profesional de la información, v. 24, n. 6, pp. 819-826. http://dx. Abstract: New actors, who link their activity to content distribution, lead the business of online media content. These actors operate adapted to the demands of converging media context, and they propose business models oriented through user benefit. Among them, Netflix notably highlights for the leadership he has in its home market, the United States, and its international expansion. This paper presents in detail the Netflix business model with a case study that focuses on three key areas: the catalogue and monetization's formula, policy relationships with key audiences (users and content and internet providers) and its internationalization strategy. From the results, a discussion on the projection of this model in the Spanish media market is opened.
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Netflix PESTEL Analysis
Before we dive deep into the SWOT analysis, let’s get the business overview of Netflix. Netflix is a popular American media services provider and production company founded in 1997. It offers a subscription-based streaming service that allows users to watch a wide range of TV shows, movies, documentaries, and more on internet-connected devices.
Netflix has expanded its services globally and is now available in over 190 countries. In addition to offering content from various studios and networks, Netflix also produces its own original programming, which has gained critical acclaim and popular success.
Some of Netflix’s most popular original shows include Stranger Things, The Crown, Narcos, Orange is the New Black, and House of Cards. Netflix has also produced successful original movies like Roma, Bird Box, and Marriage Story.
To access Netflix’s streaming service, users can subscribe to one of several membership plans, which vary in price based on the number of simultaneous streams and the video quality. Users can watch Netflix on smart TVs, smartphones, tablets, laptops, and gaming consoles.
Netflix – Constantly Pivoting its Business Model to Success
Here is the PESTEL analysis of Netflix
A PESTEL analysis is a strategic management framework used to examine the external macro-environmental factors that can impact an organization or industry. The acronym PESTEL stands for:
- Political factors: Relate to government policies, regulations, political stability, and other political forces that may impact the business environment.
- Economic factors: Deal with economic conditions and trends affecting an organization’s operations, profitability, and growth.
- Sociocultural factors: Relate to social and cultural aspects that may influence consumer preferences, lifestyles, demographics, and market trends.
- Technological factors: Deal with developing and applying new technologies, innovations, and trends that can impact an industry or organization.
- Environmental factors: Relate to ecological and environmental concerns that may affect an organization’s operations and decision-making.
- Legal factors: Refer to the laws and regulations that govern businesses and industries.
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In this article, we will do a PESTEL Analysis of Netflix.
PESTEL Analysis Framework: Explained with Examples
- Regulation and Censorship: Different countries have different regulations regarding content broadcast. What’s acceptable in one country might be censored in another. For example, content in China is subject to strict governmental controls. Therefore, Netflix must be aware of these regulations in every country it operates in to avoid potential legal and public relations issues.
- International Relations: Diplomatic relations between countries can impact Netflix’s operations. For instance, if a country has strained relations with the U.S. (where Netflix is based), it might impose bans or restrictions on American companies, which could affect Netflix.
- Taxation Policies: The way digital services are taxed varies across countries. Changes in taxation or the introduction of digital service taxes can influence the profitability of Netflix in certain regions.
- Net Neutrality: In countries where net neutrality is not enforced, internet service providers might prioritize or throttle certain online services, affecting Netflix’s streaming quality and user experience.
- Copyright and Intellectual Property (IP) Laws: The strength and enforcement of copyright and IP laws differ among countries. Netflix needs to be cautious about where it sources content and how it broadcasts to ensure it doesn’t violate local IP laws.
- Data Privacy and Storage: As a digital company, Netflix collects user data. Different countries have different regulations about data collection, storage, and privacy. For example, the European Union’s General Data Protection Regulation (GDPR) has specific mandates for data protection.
- Licensing and Broadcasting Rights: Netflix often has to negotiate licensing rights with local authorities or governing bodies. Political factors or national agendas can influence these negotiations.
- Public Funding of Competing Services: In some countries, local streaming services or media companies might receive public funding or state support, giving them a competitive advantage against Netflix.
- Exchange Rates: Since Netflix operates in multiple countries, fluctuating exchange rates can impact its revenue. For example, if the currency in a particular country where Netflix operates weakens against the US dollar, the revenue in dollar terms may decrease even if the number of subscribers remains consistent.
- Economic Growth: The overall economic health and consumer purchasing power of a country can affect Netflix’s growth. In booming economies, more people might afford subscription fees, while in recessions, consumers might cut discretionary spending, impacting Netflix subscriptions.
- Interest Rates: Changes in interest rates can affect Netflix’s capital costs. For instance, if Netflix wants to raise capital through borrowing, higher interest rates make it more expensive.
- Inflation: A high inflation rate in a particular country can erode consumers’ purchasing power, making Netflix subscriptions relatively more expensive and possibly reducing subscriber growth in that region.
- Unemployment Rates: High unemployment can reduce the number of people who can afford a Netflix subscription, potentially slowing growth in affected regions.
- Income Distribution: In countries where a more significant portion of the population falls under the middle-income bracket, there’s a higher potential for Netflix subscriptions. Conversely, in nations with vast income disparities, only a segment of the population might be able to afford such services.
- Netflix SWOT Analysis
- Netflix Marketing Mix (4Ps)
- Netflix Competitor Analysis
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Sociocultural
- Cultural Preferences: Different cultures have varied preferences regarding movie genres, themes, humor, and narratives. What’s popular in one region might not be in another. Hence, Netflix needs to tailor its content library to suit local tastes.
- Sensitivities and Taboos: Every culture has topics or themes considered taboo or sensitive. For example, a show that deals with themes of sexuality or religion might be well-received in one country but not in another. Misunderstanding these sensibilities can lead to a backlash.
- Language and Localization: While English might be a dominant language in many parts of the world, local languages prevail in content consumption. Offering content in local languages or providing accurate subtitles can vastly increase Netflix’s appeal.
- Family and Social Structures: Different cultures have varying family and social structures influencing their entertainment choices. For instance, family-friendly content might have a higher appeal in regions with joint family systems.
- Changing Social Norms: As societies evolve, their values and norms change. For example, themes around LGBTQ+ rights, gender roles, or racial equality may become more mainstream and accepted, impacting content preferences.
- Consumption Habits: The way people consume content can vary. In some cultures, binge-watching might be popular, while episodic viewing might be preferred in others.
- Leisure and Work Patterns: In countries where work-life balance is more skewed towards work, the time available for entertainment might be limited, affecting viewing patterns.
- Digital Literacy: The extent to which the general population is comfortable using digital platforms and technology can influence the adoption rate of a service like Netflix.
- Social Trends: Trends such as user-generated content, social media influencers, or even popular regional memes can influence the type of content people wish to view.
- Attitudes Toward Foreign Content: Some cultures are more open to foreign content and appreciate global perspectives, while others prefer locally produced content that aligns more closely with their values and experiences.
Technological
- Internet Infrastructure: The availability, quality, and speed of internet connections in different countries or regions can significantly impact Netflix’s service. Faster and more reliable internet means better streaming quality and user experience.
- Device Penetration: The prevalence of devices compatible with Netflix, such as smartphones, tablets, smart TVs, and streaming devices, determines the potential audience size in various markets.
- Digital Payment Systems: In regions where digital payment systems are prevalent and trusted, Netflix can experience smoother transactions and potentially more subscriptions.
- Content Delivery Networks (CDNs): Having an efficient CDN means that viewers can stream high-quality content with fewer interruptions. Investing in or partnering with robust CDNs in various regions helps Netflix ensure consistent service quality.
- Streaming Technology Advances: Innovations like 4K, HDR, and VR could dictate the next wave of content on platforms like Netflix. Being ahead in adopting these technologies can give Netflix an edge.
- Artificial Intelligence and Machine Learning: These technologies are vital for Netflix in predicting user preferences, enhancing content recommendations, optimizing streaming quality based on user’s internet speed, and even aiding in content creation decisions.
- Competition’s Technological Advancements: The technological moves of competitors, like Disney+ or Amazon Prime Video, can influence market expectations and standards, pushing Netflix to innovate or adapt.
- Digital Rights Management (DRM): As content piracy remains a concern, advancements in DRM tools are crucial for Netflix to protect its content and revenue.
- Interactivity and User Engagement Tools: Technologies enabling features like Netflix’s interactive episodes (e.g., “Black Mirror: Bandersnatch”) can usher in new forms of content that enhance user engagement.
- Cloud Technologies: Cloud infrastructure and services play a role in content storage, delivery, and even some analytics functions. Technological shifts in this area can impact operational efficiency and costs.
- Digital Marketing and Analytics Tools: Advances in digital marketing technology allow Netflix to target potential subscribers better, retarget previous users, and understand user behaviors and preferences in more depth.
Environmental
- Energy Consumption: Data centers powering platforms like Netflix require significant amounts of energy. This energy’s sources and efficiency can impact the company’s operational costs and environmental footprint.
- Carbon Footprint: Related to the above, the carbon emissions resulting from these energy consumptions, especially if derived from non-renewable sources, can be substantial. Netflix might face pressure to offset or reduce these emissions.
- E-Waste: As consumers constantly upgrade devices to enjoy high-definition streaming better, the disposal of old devices leads to electronic waste. Even though this is more indirectly related to Netflix, the broader conversation around e-waste could influence the electronics and, by extension, the streaming industry.
- Physical Infrastructure: While much of Netflix’s service is digital, they still have offices, studios, and other physical infrastructures. These facilities’ environmental efficiency (e.g., sustainable building materials, energy-efficient designs) can play a role in the company’s overall environmental impact.
- Climate Change: Extreme weather events resulting from climate change can disrupt the physical infrastructure crucial for Netflix’s services – be it data centers, servers, or content production sites.
- Regulations and Compliance: Various countries are implementing stricter environmental regulations. While these might not directly target digital services, they could impact related sectors (like energy), affecting Netflix’s operations or costs.
- Sustainable Content Production: As Netflix produces original content, the environmental footprint of these productions (e.g., energy consumption, waste management on set, transportation) becomes a consideration. There’s a growing expectation for sustainable practices in media production.
- Public Perception and Brand Image: As environmental consciousness grows among consumers, they might favor companies that adopt green practices. Netflix’s environmental initiatives (or lack thereof) can influence its brand perception.
- Content Influence: Netflix, as a major content producer, has the power to influence public opinion on environmental matters through the shows and movies they produce and promote. This can be seen as a responsibility or an opportunity for the company.
- Supply Chain: While Netflix operates mainly digitally, it has a supply chain related to content production, promotional goods, and even server hardware. Environmental considerations in the supply chain, such as sourcing sustainable materials or working with eco-friendly partners, can be a factor.
- Content Regulations: Different countries have distinct content regulations and censorship laws. What might be acceptable content in one region could be restricted or banned in another. This impacts the type of content Netflix can offer in various markets.
- Copyright and Intellectual Property Laws: Netflix invests heavily in original content and licenses content from other creators. Ensuring all content is properly licensed and not infringing on copyrights is essential. Additionally, Netflix must safeguard its content from piracy and infringement.
- Data Protection and Privacy Laws: As a digital platform, Netflix collects vast amounts of user data. Regulations like the European Union’s General Data Protection Regulation (GDPR) dictate how such data can be stored, processed, and used.
- Consumer Protection Laws: These laws pertain to the rights of consumers in terms of contract fairness, clarity in pricing and subscription terms, and the right to cancel services, among others.
- E-commerce and Digital Taxation: As nations grapple with how to tax digital services, Netflix, being a significant player in the digital streaming arena, can be impacted by such taxation rules.
- Labor and Employment Laws: As Netflix employs people worldwide and often produces content in various countries, it needs to comply with local labor laws, including those pertaining to wages, working conditions, and hiring practices.
- Trade Restrictions: While Netflix’s primary product is digital, trade barriers and restrictions can still impact its operations, especially concerning physical infrastructure or when producing content in foreign locations.
- Competition and Antitrust Laws: As Netflix is a dominant player in many markets, it must be wary of antitrust and competition laws, ensuring it does not engage in practices deemed anti-competitive.
- Advertising and Marketing Laws: In regions where Netflix engages in advertising, it needs to ensure its marketing materials are in line with local regulations.
- Licensing and Broadcasting Rights: Different countries might have specific regulations concerning the broadcasting and licensing of foreign content, impacting how Netflix acquires or distributes content in these regions.
Check out the PESTEL Analysis of Global Businesses
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A Case Study on Netflix’s Marketing Strategies & Tactics
As the spread of COVID-19 has affected most industries and economies worldwide, people have been forced to stay contained at home to prevent the spread of coronavirus. People have also been bored to death as they have nothing to do.
In this locked-up scenario, your best partner could be your Netflix account which contains thousands of interesting movies, series, and shows. We were discussing which brand to take up for this week’s case study, and then one of our team members got an idea, let’s take the famous OTT platform Netflix which has managed to entertain a large population in no time.
Today, we are going to discuss the story of a platform that is providing us streaming services, or as we call it video-on-demand available on various platforms- personal computers, iPods, or smartphones. Netflix cut through the competitive clutter and reached out to its targeted audience by curating some interesting brand communication strategies over the years.
Let’s get into the success story of Netflix’s Journey.
Netflix was founded on August 29, 1997, in Scotts Valley, California when founders Marc Randolph and Reed Hastings came up with the idea of starting the service of offering online movie rentals. The company began its operations of rental stores with only 30 employees and 925 titles available, which was almost the entire catalog of DVDs in print at the time, through the pay-per-rent model with rates and due dates. Rentals were around $4 plus a $2 postage charge. After significant growth, Netflix decided to switch to a subscriber-based model.
In 2000, Netflix introduced a personalized movie recommendation system. In this system, a user-based rating helps to accurately predict choices for Netflix members. By 2005, the number of Netflix subscribers rose to 4.2 million. On October 1, 2006, Netflix offered a $1,000,000 prize to the first developer of a video-recommendation algorithm that could beat its existing algorithm Cinematch, at predicting customer ratings by more than 10%.
By 2007 the company decided to move away from its original core business model of DVDs by introducing video on demand via the internet. As a part of the internet streaming strategy, they decided to stream their content on Xbox 360, Blu-Ray disc players, and TV set-top boxes. The ventures also partnered with these companies to online streaming their content. With the introduction of the services in Canada in 2010, Netflix also made its services available on the range of Apple products, Nintendo Wii, and other internet-connected devices.
In 2013, Netflix won three Primetime Emmy Awards for its series “House of Cards. By 2014, Netflix made itself available in 6 countries in Europe and won 7 creative Emmy Awards for “House of Cards” and “Orange Is the New Black”. With blooming streaming services, Netflix gathered over 50 million members globally. By 2016, Netflix was accessible worldwide, and the company has continued to create more original content while pressing to grow its membership. From this point, Netflix was unstoppable and today it has a worldwide presence in the video-on-demand industry.
Business Model of Netflix
The platform has advanced to streaming technologies that have elevated and improved Netflix’s overall business structure and revenue. The platform gives viewers the ability to stream and watch a variety of TV shows, movies, and documentaries through its software applications. Since Netflix converted to a streaming platform, it is the world’s seventh-largest Internet company by revenue.
Now, let’s have a look at the business model of Netflix. 1. Netflix’s Key Partners:
- Netflix has built more than 35+ partners across the world. They have partnered with different types of genres for subscribers to select from and enjoy watching.
- Built alliances with Smart TV companies like LG, Sony, Samsung, Xiaomi, and other players in the market.
- Built alliances with Apple, Android, and Microsoft platforms for the purpose of converting business leads from mail-in-system to streaming.
- Built alliances with telecom networks like Airtel, Reliance Jio, and Vodafone.
2. Netflix’s Value Proposition: Netflix aims to provide the best customer experience by deploying valuable propositions. Here is how the online streaming brand strives to do so:
- With a 24*7 streaming service, users can enjoy shows and movies in high-definition quality from anywhere whether they are at home or traveling.
- Users get access to thousands of movies and tv shows and Netflix Original movies or shows.
- New signups can avail of a 30-day free trial and have the option of canceling their subscriptions anytime.
- Receive algorithmic recommendations for new items to watch.
- At Netflix, users have the flexibility to either turn on notifications and suggestions or keep them switched off.
- Netflix’s “user profiles” give leverage for users to personalize their user accounts and preferences. The User profiles allow the “admin-user” to modify, allow or ever restrict certain users.
- Sharing account options is one of the rarest features a movie platform can provide. Sharing accounts feature on Netflix allows spouses, friends, or even groups to share an account with specific filters and preferences already set.
3. Netflix’s Key Activities
- Maintain and continue to expand its platforms on the website, mobile apps
- Curate, develop and acquire licenses for Netflix’s original content and expand its video library.
- Ensure high-quality user recommendations to retain the customer base
- Develop and maintain partnerships with studios, content production houses, and movie production houses.
- Operate according to censorship laws. Netflix always promotes and operates within the boundaries of censorship.
4. Netflix’s Customer Relationships: Netflix has designed a customer-friendly platform that offers:
- Self-Setup: Netflix platform was originally designed to ensure that it is simple and easy to use. Developers of the website ensured to associate elements and themes that serve, promote friendliness, and provide self-setup.
- Unbelievable Customer Experience: Customers can solve their queries by reaching the Netflix team through the website portal, emailing inquiries, and directly reaching the representative on call or live chat.
- Social Media Channels: Netflix also engages its audience through social media platforms such as Facebook, Instagram, and LinkedIn. It advertises and offers deals to gain high attraction customers and enhance its customer base.
- Netflix Gift Cards: Netflix offers its customers special promotional discounts and other gift cards as a part of their subscription plan.
Netflix’s Revenue Model
Netflix gained major popularity when the platform launched online streaming services. Let’s have a look at how the platform earns.
- Subscription-Based Business Model: Netflix offers monthly subscription fees with three different price options basic, standard, and premium plan. Today, Netflix has over 125 million paid members from over 190 countries and generates $15 billion annually.
- Important partnerships: Built alliances with a wide range of movie producers, filmmakers, writers, and animators to receive content and legally broadcast the contents required by aligning licenses.
- Internet Service Provider: One of the most influential tactics implemented was its ability to build alliances with a wide range of movie producers, filmmakers, writers, and animators to receive content and legally broadcast the contents required by aligning licenses.
Netflix was able to establish a well-reputed image worldwide and increased its customer base day by day. When it comes to giving competition, the brand has devised various digital marketing strategies and has gained wide popularity on digital media platforms. With the help of the best digital marketing services, they have kindled the excitement and craze in the people to travel and host.
Digital Marketing Model of Netflix
In less than 4 years, Netflix has gathered a major share of the Indian market. Today a majority of households in India subscribe to Netflix, and that number is expected to rise this year and further in the years to come. The product is designed so well, that you remain engrossed in the content they deliver. They adopted top digital marketing strategies. Consult the best brand activation agencies. Further, let’s talk about a few of the digital marketing principles that Netflix has successfully implemented to gather customers.
1. Personalised Content Marketing: People love using Netflix because they get a broad range of things to watch. Netflix’s library of TV shows and movies from all over the world is there for consumers to choose from at any time.
The reason that Netflix won the personalization game is that its advanced algorithm continues to rearrange the programs overtime on the basis of your viewing history. Hire some of the best performance marketing agencies for personalized content.
2. Website Development: Netflix has designed its website with a user-friendly interface that allows customers to rate TV shows and movies, which then goes through Netflix’s algorithm to recommend more content they might enjoy. With the onsite optimization for the website, they have optimized each and every page for enhanced customer experience.
To easily get in the minds of customers, they have optimized their website for content by title, by an actor’s name, or even by a director’s name. By leveraging the best website development services , they added a host of personalization features to their website with clean looks no matter which platform you are using.
3. Email Marketing: Netflix tapped on email marketing techniques as a part of its digital marketing strategy and as a key component of customer onboarding and nurturing. New Netflix customers receive a series of emails that make content recommendations and encourage new users to explore the platform. Netflix marketers invest hours in building creative email marketing campaigns designed to engage and delight recipients. With the help of the best email marketing services , they continue to enhance the experience of the customers
4. Search Engine Optimization: Netflix makes use of search engine optimization services for the sake of improving organic research and establishing its brand presence. The brand aimed at the best search engine optimization services to drive traffic organically and adopted both on-page and off-page SEO strategies. They optimized their content with potential keywords that show up high in search results. They also tapped the strategy of International SEO to gain organic leads from the worldwide stage.
5. Social Media Optimization: Today, social media platforms have become an integral part of digital marketing strategy. If you want to connect with your audience in real time, then it is the best platform to establish your brand image. As social media plays a vital role in the lives of people, Netflix decided to leverage the best social media optimization services that made them earn billions. They made use of the following platforms:
Through creative social media optimization strategies, Netflix has garnered more than 61 million Facebook followers. In just one year, the brand added 11 million followers to its account. Netflix posts nearly 90% of videos and the rests images. Videos featured on Netflix’s
Facebook pages are typically clips from interviews with the actors from the upcoming movies, clips from the upcoming movies and TV shows, offering audiences a sneak peek into what’s in store for them. Besides videos, the OTT platforms share images, GIFs, funny memes, and simple text posts featuring questions about current movies and TV shows.
Netflix carries 19 million followers. The majority of Netflix’s posts on Instagram are images, post scenes from TV shows featuring engaging captions to get a conversation going, and behind-the-scenes clips and interviews with actors. A recent video featured a behind-the-scenes bloopers video from the set of Stranger Things, which garnered 1.2 million views and almost 3,000 comments. Netflix uses a simple approach to posting, with most posts not featuring any hashtags at all.
Netflix carries 6.8 million followers on Twitter and has tweeted over 30,000 times. Netflix is renowned for its witty replies and comebacks on Twitter, and the brand tweets an average of 14 times a day. This shows just how important engagement is for the brand and how much it values brand awareness. These are the digital marketing techniques that the famous OTT platform adopted from time to time to the subscribers’ engagement and retention. Hence it has yielded high returns for their business.
Campaigns of Netflix
1. Netflix: The Spoiler Billboard: Netflix’s new campaign uses spoilers of its most popular shows, including Stranger Things, Money Heist and Narcos, to promote social distancing amid the COVID-19 crisis, and while the effort is getting a lot of buzzes, it’s a fake.
2. FU2016: To launch season four of the political drama House of Cards, Netflix worked with BBH New York and built a fake presidential campaign around the show’s lead character Frank Underwood. The campaign became the top trending topic on Facebook and Twitter during the debate, and it won a Grand Prix in the Integrated category at Cannes in 2016.
3. The Censor’s Cut: The streaming company wanted to advertise Narcos Mexico in Thailand. Netflix worked with JWT Bangkok and cut around the offending images within each scene, leaving a clear enough outline that anyone could still identify what had been removed. The campaign achieved the opposite effect of what censorship is supposed to do by reaching 34 million people.
Conclusion Netflix is a rare example of a company doing everything right. From its branding and content right down to its business model and product, the company has always excelled at making smart, strategic decisions. With its large market share and focus on numbers, Netflix has managed to develop a deep understanding of its audience that very few others have. With this knowledge, paired with a strong, affordable product, there’s no limit to what this brand can do in the future.
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How Data Analytics can be a Game Changer: A Netflix Case Study
As per McKinsey, machine learning that incorporates a wide plethora of algorithms in the past few years is evolving faster due to the advent of analytics. With businesses investing heavily in cloud and the rapid digitization of the professional ecosystem, analytics is all set to become a significant aspect in deciding the fate of organizations.
Data Analytics – How Can It Transform Your Business?
As per a study by SAS , more than 70% of organizations believe that data analytics plays a vital role in getting precise insights. The study also said that out of ten organizations, six of them said that leveraging analytics makes them more innovative. Analytics is slowly but steadily evolving in the competitive landscape. Industry leaders are using analytics to make decisions that can help them to stay ahead of their peers, besides exploring better revenue opportunities, new markets, and building a better relationship with their customers.
The very reason why business models of Uber, Airbnb, and Spotify are sustaining is data and analytics. When you digitize your interactions with customers, you create a window to get immense information. This customer information could be utilized for making effective marketing strategies, better products, and making more sales.
A lot of C-suite leaders now understand the importance of data and understand the risk it carries if not secured correctly. What is startling is and makes investment in data and analytics even more important is the kind of ROI it gives. In the Journal of Applied Marketing Analytics, Jacques Bughin says, the ROI on data and analytics is better than the investments done in computers during the 1980s.
The power of data and analytics is also harnessed to improvise core operations or create new business models from scratch. The most exceptional example is Netflix. Netflix has efficiently used its customer data to refine its recommendation engine and give a better experience to the users. Not only that Netflix has surpassed Disney as the most valued media company in the world with a valuation of more than $160 billion. One of the biggest reasons for their success is their impeccable customer retention rate. Their customer retention rate is more than a staggering 90% which is far better than Hulu’s 64% and Amazon Prime’s 75%.
The second most important reason why Netflix is way ahead of its competitors is- Content Creation . The kind of quality shows and movies it makes like “Orange is The New Black”, “Sacred Games”, and “BirdBox”. These shows have received a thunderous response across the globe resulting in a steady rise in subscription rates. One of the primary reasons why they succeed in making better content is that they understand what their audience wants to see leveraging data and analytics.
So, How Does Netflix Leverage Big Data and Analytics?
Netflix has digitized its interactions with its 151 million subscribers . It collects data from each of its users and with the help of data analytics understands the behavior of subscribers and their watching patterns. It then leverages that information to recommend movies and TV shows customized as per the subscriber’s choice and preferences.
As per Netflix, around 80% of the viewer’s activity is triggered by personalized algorithmic recommendations. Where Netflix gains an edge over its peers is that by collecting different data points, it creates detailed profiles of its subscribers which helps them engage with them better.
Netflix collects information on how a user interacted and responded to a TV show or a movie. If we go into details, it collects the following data: –
- Time and date when a user watched a show
- The device used to watch the show
- If the user pauses the show, do they resume watching
- Does the user binge-watch an entire season of a TV show?
- If they do, how much time does it take to binge watch it?
More than that, Netflix has ratings that the viewer gives to the content they watch, the number of searches they do, and what they search. The information collected is enough for creating a detailed profile of a user, and this is exactly what Netflix does. It leverages data analytics to make a robust recommendation algorithm that suggests the best content to the subscriber as per their needs and preferences. The user no more must endlessly search through streams of content to find out what he or she wants to watch. Netflix makes the job easier for them in the process, giving them a better and customized viewer experience.
The recommendation system of Netflix contributes to more than 80% of the content streamed by its subscribers which has helped Netflix earn a whopping one billion via customer retention . Due to this reason, Netflix doesn’t have to invest too much on advertising and marketing their shows. They precisely know an estimate of the people who would be interested in watching a show.
Apart from monitoring the online behavior of their users, Netflix has a feedback system in place. They encourage feedback from their audience, which further helps them understand their preferences and helps them in suggesting better shows and creating better content.
Why Investing in Data Analytics is Important?
There is a data explosion today, and the need for analytics has been growing exponentially. Tools and software are being developed to get precise insights from data.
If you want to know your customers better, find revenue opportunities, and tap into new markets. You need to have a mechanism that helps you gain better insights. As an organization, investing in data analytics will give you four significant benefits.
1. A Deeper Understanding of Customers
Earlier companies would generally categorize customers based on age, gender, and location. Now with the help of AI, one can map the digital footprints of their customers. Decision-makers can go through crucial behavior patterns of customers like price sensitivity, brand affinity, affluence, and preferences. These kinds of data mapping help in understanding your customers better enhancing your ability to build better products and services for them.
2. Early Detection of Problems in Products And Services
More than half of the professionals across North America and Europe are heavily dependent on analytics to enhance the quality of their products and services as per research from Forbes Insights and Cisco. Analytics can give you precise insights on the kind of concerns customers have, their changing needs, and based on that, you can innovate your offerings.
3. Identifying Better Marketing Strategies
With various digitization channels for customer interaction available now, businesses are adopting an omnichannel approach to engage with customers. Using analytics, marketers can get inputs on how to have meaningful engagements with customers across all channels. Also, analytics can help analyze successful marketing programs and identify strategies that yield better ROIs.
4. Finding Ways To Reduce Expenses
Once you start getting insights at departmental levels, it will help you identify areas where you can curb your costs. Insurance companies saved a good amount of money by identifying patterns of fraud and dismissing false claims.
How To Harness The Power of Data?
As an organization, do not be afraid of change. If you are yet to use analytics as an organization, start with small steps, fail faster, and make a steady transition. Do not go for overnight results instead practice consistency and prioritize your efforts.
The first step you need to do as a decision-maker is incorporating data and analytics into the core vision of the organization, focus on nurturing a data-driven culture. Slowly but steadily create a powerful data infrastructure and hire talent to operate it, make sure to highlight your data-driven culture in your employer branding campaigns.
Your success doesn’t lie in adopting the most powerful technology rather digitization of your organization from the bottom. Companies like Netflix, Amazon, and Google, who are leading the analytics game, gradually transitioned to a data-savvy culture. It wasn’t all overnight but a gradual process that took a few years. Not only did they heavily invest in analytics but they have also kept themselves observant of the changing trends of artificial intelligence. They are putting the case strongly before all other organizations- if you want to survive in the market, you need to invest in data analytics, and that is not negotiable at all. Contact Us for more details.
References-
1. https://seleritysas.com/blog/2019/04/05/how-netflix-used-big-data-and-analytics-to-generate-billions 2. https://www.mckinsey.com/business-functions/mckinsey-analytics/our-insights/how-companies-are-using-big-data-and-analytics
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- Published: 03 April 2024
Subtitling Saudi Arabic slang into English: the case of “The Book of the Sun” on Netflix
- Sukayna Ali 1 ,
- Hanan Al-Jabri 1 ,
- Amer AL-Adwan ORCID: orcid.org/0000-0003-1624-3755 2 &
- Wan Rose Eliza Abdul Rahman 3
Humanities and Social Sciences Communications volume 11 , Article number: 481 ( 2024 ) Cite this article
Metrics details
- Language and linguistics
The aim of this study is to analyze Saudi Arabic slang expressions and examine their subtitling into English. The data utilized in this research consists of slang terms identified in the film titled “The Book of the Sun”, available on the streaming platform Netflix, along with their corresponding English translations. This study primarily examines three key dimensions of slang expressions: originality, conciseness, and humor. It also explores the subtitling strategies used to render these slangs and the effectiveness of such strategies. The study’s findings indicate that all identified slangs (100%) are created by assigning new meanings to pre-existing established words in a creative way. Some of them are made concise by mapping them into faʕʕala verb template. Additionally, the subtitler has employed specific strategies to convey the intended meaning of these slangs, namely generalization, paraphrase, official equivalent, direct translation, and cultural substitution. However, the study posits that the strategies employed are ineffective in conveying the intended meaning of slang expressions.
Introduction
Verbal communication can exhibit either a formal or informal nature, contingent upon various factors (Wolfram and Schilling, 2015 ). A key distinguishing characteristic between informal communication and formal one is the use of expressions deemed inappropriate in formal settings or written discourse (Harared, 2018 ). These expressions encompass profanities, idiolects, dialects, and slang, among others. The focus of the current study is on the latter category, slang.
Films typically endeavor to mimic authentic dialog to create realism and engage audiences. Therefore, it is not surprising to frequently see the incorporation of slang expressions in films. Slang, being an integral component of informal discourse across linguistic contexts, naturally finds its place in cinematic dialog. It is believed to have existed since the inception of language itself, serving as an inherent component of any language used in everyday communication (Frazer and Eble, 1997b ). Although slang is often perceived as less acceptable in society, there is a clear trend indicating a significant rise in the use of slang expressions in movies and television shows (Zhou and Fan, 2013b ). Utilizing slang expressions pose little issue for viewers sharing the same linguistic background as that of the film. However, it can present a challenge for viewers from diverse cultural backgrounds who speak different languages.
Translation serves as a medium for facilitating intercultural communication, enabling the transfer of a source text to individuals with different linguistic backgrounds (Munday, 2007 ). However, the task of translating culture-bound terms introduces challenges across various dimensions (Abdelaal, 2019 ). Zojer ( 2011 ) further asserts that culture-bound expressions manifest in various forms, including sociolects, dialects, and slang. Nevertheless, subtitling presents a more significant challenge compared to written translation, as it necessitates unique approaches to address challenging terms. This is primarily due to the inherent limitations of the subtitling medium, which constrain the possibility of immediate solutions (Al-Jabri et al. 2023 ). The task of subtitling slang introduces additional difficulties given that slang varies not only across cultures but also within the same culture among different social groups (Allen, 1998 ). Considering that slang terms are often associated with lower social status language, not all subtitlers possess the necessary skills to handle them adequately (Hashish and Hussein, 2022 ). Moreover, it is worth noting that the use of slang often carries a heightened emotional tone, adding to the challenges encountered in its translation (Sornig, 1981 ). As Fawcett emphasizes, “a constant headache in all forms of translation is posed by phraseology marked as familiar or slang” ( 2014 , p 157). Consequently, it falls upon subtitlers to devise effective strategies for accurately conveying the intended meaning of slang expressions. This ensures that the translated content is as enjoyable for the target audience as it was for the original viewers. However, this endeavor is far from straight forward, especially when translators are required to translate from A language into B language, which many academics consider less ideal (Al-Jabri, 2017 ).
This research paper aims to address a relatively underexplored area within the field of Arabic-English translation studies, namely the subtitling of slang expressions. To the best of researchers’ knowledge, the existing body of research on the subtitling of cultural terms, and slang in particular, primarily focuses on translation from English into Arabic rather than the reverse. The emphasis on the English-Arabic direction is not arbitrary; it is driven by the rise and global expansion of video streaming services, such as Netflix, which have recently facilitated the streaming of Arabic content to English-speaking audience.
The exploration of Arabic content in the domain of subtitling is relatively recent, and this is particularly true for Saudi content. The availability of Saudi works on streaming services is somewhat limited. According to Ja’fari ( 2020 ), only six Saudi films were released on Netflix in 2020. As previously mentioned, this research examines instances of Saudi slang identified in the film “The Book of the Sun”, which was released on the streaming platform Netflix in 2020. The narrative of the film revolves around a group of Saudi adolescents aiming to realize their ambitions through creating and sharing content on YouTube. The film’s focus on a group of young people makes it a valuable resource for studying the specific slang expressions spoken by this age group. This research focuses on the analysis of Saudi slang terms, specifically examining their originality, brevity, and humorous nature (where applicable). It also investigates the strategies used to translate these slang expressions and assesses their effectiveness in accurately conveying the intended meanings. Given the English-speaking audience’s unfamiliarity with these slang terms, a literal translation is impractical. The objectives of the study are to:
Identify examples of Saudi Arabic slang terms and analyze their characteristics in terms of originality, conciseness, and humor.
Investigate the strategies employed to render these slang terms from Arabic into English.
Assess the effectiveness of the strategies used in subtitling these slang terms from Arabic to English.
The present study is organized as follows. Following this introduction, “Slang” offers a comprehensive explanation of the term “slang”, including its defining qualities and a review of previous research on slang in the English-Arabic language pair. “Subtitling” is devoted to elucidating the concept of subtitling. “Subtitling Strategies” outlines the subtitling strategies that will be used in the study, whilst “Methodology” describes the methodology adhered to in this research. “Findings and Discussion” is devoted to presenting the results and their discussion. Finally, “Conclusions” serves as the concluding section, summarizing the study’s findings and offering suggestions for future research.
According to the Oxford English Dictionary, slang is defined as “the special vocabulary used by any set of persons of a low or disreputable character; language of a low and vulgar type” (Oxford English Dictionary, n.d. ). Flexner ( 1960 ) argues that slang is a subset of vernacular language that is not widely accepted as proper or formal usage. In contrast, Andersson and Trudgill ( 1990 ) propose that slang encompasses a broader range of language beyond vernacular language, asserting that slang is a composite that often incorporates foreign vocabulary. Frazer and Eble ( 1997b ) define slang as a dynamic collection of informal words and phrases used by individuals to establish or reinforce social identity within a group or align with societal trends or fashions. According to Coleman ( 2015 ), a term is likely to be considered slang if it is confined to individuals who share common interests, activities, or age groups. Mattiello ( 2005 ) suggests that slang, typically common among a specific group of users, is often used to express unity or rapport among its members. Allen ( 1998 ) notes that the slang used by a specific group is not easily comprehensible by those outside of that group. Zhou and Fan ( 2013b ) found that factors such as gender, occupation, and age influence the use of slang.
Linhua ( 2006 ) suggests that the process of creating new slang involves both the formation of novel words and phrases and the attribution of new meanings to existing terms. Regardless of the group of users, such as adolescents, criminals, college attendees, or social media users, there are certain characteristics commonly associated with slang. Fromkin et al. ( 2017 ) argue that slang possesses metaphorical, playful, elliptical, lively, and transient qualities. Andersson and Trudgill ( 1990 ) note that slang is characterized by its creative formation and conscious usage, as speakers rarely employ slang unconsciously. This deliberate use of slang serves to highlight linguistic distinctiveness and indicate affiliation with specific social groups. According to Zhou and Fan ( 2013b ), there are distinct differences between slang and standard English in the following respects:
Humor: Slang terms are often intended to elicit humorous effects. One instance of slang in American discourse is “NATO”, which originally stands for the North Atlantic Treaty Organization. The slang “NATO” is used to describe someone who only talks about intentions without actually implementing them.
Conciseness: Slang phrases are typically succinct and easier to articulate. This can be achieved through apocope, as in the case of "vamp" being a shortened form of "vampire" or by substituting an evocative monosyllable for a longer term, such as "veep" to refer to the vice president.
Originality: Slang often emerges from linguistic creativity and the act of renaming objects or concepts. This might involve inventing new terms or altering existing ones. For instance, the term “flying coffin” is slang for airplanes.
Instability: It is unusual for slang terms to last for extended periods. However, many slang terms serve a practical function and eventually shift into standard English. What one generation finds novel and engaging may become outdated and obsolete for the next.
Slang, one of the cultural terms that pose challenges in subtitling, has been the subject of numerous studies across various language pairs. For instance, investigations have been conducted into the translation of slang in subtitling (see for instance, Hamaida, 2007 “French-English”; Eftekhari, 2008 “Iranian-English“; Ningrum, 2009 “English- Indonesian”; Barzegar, 2012 “English-Persian”; Ferklova, 2014 “English-Czech”). In relation to the English-Arabic language pair, most existing research tends to incorporate examples of slang while addressing the broader subject of subtitling cultural concepts. In other words, the majority of these studies do not directly focus on slang as a dedicated subject of investigation. Instead, they primarily examine terms that are specific to certain cultures in a broader context (see for example, Homeidi, 2004 ; Balfaqeeh, 2009 ; Bahumaid, 2010 ). However, Hashish and Hussein’s study (2022) specifically focused on the practice of slang subtitling in the context of English-Arabic translation. Their research indicated that due to the absence of comparable slang terminology, the predominant strategy used in Arabic subtitles was paraphrasing, followed by euphemisms and omissions.
As mentioned earlier, the research on subtitling slang from Arabic to English is relatively sparse. Only one study has been identified on the subject, specifically Al-Kharabsheh and Yassin’s ( 2017b ) research, which investigates the translation of slang and colloquialisms in the film “The Dupe“ movie from Palestinian vernacular to English. Their analysis identifies three primary challenges associated with translating Arabic slang into English for subtitling purposes: the misinterpretation of certain slang terms with religious connotations, the omission of some slang terms from subtitles, and the significant loss of cultural meaning.
The conventional approach of initiating research papers on audiovisual translation by recounting the early phase of the discipline and its evolution is now considered outdated, given its recognition as an established branch of translation studies (Bogucki and Deckert 2020 ). However, it is important to note that the development of audiovisual translation is still ongoing. In fact, its expansion is recognized as a direct result of research in specific field. Pérez-González ( 2019 ) defines audiovisual translation as the various practices, procedures, and outcomes stemming from the translation of multimodal content across different languages and cultural contexts. According to Baldry and Thibault ( 2006 ), the production and understanding of multimodal material rely on the use of diverse semiotic resources, often referred to as multimodal modes.
Subtitling is widely recognized as the primary method used for translating audiovisual content, playing a crucial role in the evolution of the translation field in recent years (Díaz-Cintas, 2013 ). According to Díaz-Cintas and Remael ( 2021 ), subtitling is a translation technique that involves the written rendering of the original dialog exchanges spoken by various characters. These are typically displayed at the bottom of the screen, along with any other textual information that appears on screen (such as letters) or is audibly transmitted through the soundtrack (such as song lyrics).
Subtitles can be linguistically classified as either interlingual or intralingual (Gottlieb, 2005 ; Zdenek, 2019 ). Intralingual subtitling refers to the practice of displaying a textual rendition of the spoken dialog on screen in the same language as the original audio. On the other hand, interlingual subtitling involves providing textual translation from one language to another.
The limitations of space and time impose constraints on subtitles (Hervey and Higgins, 1992 ). Spatial considerations encompass several elements, including the number of lines and characters per line, the positioning of subtitles on the screen, the choice of typeface, and the color of the text. According to Diaz-Cintas ( 2018 ), it is recommended to limit the length of subtitles to a maximum of two lines, ensuring they occupy no more than one-twelfth of the screen. Additionally, it is suggested that the average number of characters per line should be about 35. To minimize the possibility of viewer distraction, neutral typefaces are typically chosen, and white subtitles are predominantly used. Time constraints refer to the limited duration that a subtitle is intended to be visible on the screen (Diaz Cintas and Remael, 2021 ). Another technical challenge is the conversion of the spoken message in the source language to written text in the target language where “many oral features, such as pauses, repetitions, false starts, etc. that are very common to spoken discourse, get “cleansed” to adapt to the code of written language” (Pedersen, 2005 , p. 167).
As previously stated, this current study examines the practice of subtitling from Arabic to English, classifying it as interlingual subtitling. The research focuses on analyzing the subtitles available on Netflix. Founded in 1997 by Hastings and Randolph in the United States, Netflix began as a postal DVD rental business (Schmidt, 2020 ). Customers would request their chosen films and receive them by postal in the form of a Digital Versatile Disc (DVD). After viewing, customers would return the DVD to Netflix. It was not until 2017 that Netflix launched its video streaming services in the United States (Osur, 2016 ). By 2016, Netflix had expanded its services to all countries, excluding North Korea and Syria. Nowadays, Netflix has grown beyond content distribution to produce a substantial number of highly acclaimed original works (Osur, 2016 ; Pedersen, 2018 ). De Silva ( 2021 ) asserts that the extensive variety of content, high-quality original programming, and widespread appeal to various demographic groups are key factors driving people to subscribe to Netflix.
Subtitling strategies
Lorscher ( 1991 , p. 76) defines a translation strategy as “a potentially conscious procedure for the solution of a problem which an individual is faced with when translating a text segment from one language to another”. In the same vein, Chesterman ( 1997 ) argues that a translation strategy is a process that involves textual manipulation to achieve a desired relationship between the source text and the target text.
Numerous scholars within the field of subtitling have developed typologies of subtitling strategies. Some typologies were developed for general subtitling purposes (see Lomheim, 1999 ; Gottleib, 1992 ), while others were specifically designed to address particular challenges in subtitling, such as cultural terms and humor (see Nedergaard-Larsen, 1993 ; Díaz Cintas and Remael, 2007 ). The investigation of slang in subtitles can be approached through a culture-specific typology, as these terms are cultural-specific.
One of the most frequently applied typologies in subtitling is Pedersen’s ( 2005 ), which was created to handle with cultural references. His typology includes the following strategies:
Official equivalent: This strategy involves using the pre-existing target language rendition of the cultural elements. In the context of slang, this approach involves replacing Arabic slang terms with their English slang equivalents.
Retention: This strategy involves keeping the original terminology from the source material without any alterations. This is mostly seen in conjunction with proper nouns.
Specification: This strategy refers to the act of retaining the cultural reference in its original, untranslated form while adding additional information to enhance its specificity.
Direct translation: This refers to the act of translating a source term directly, without any interpretation or modification. This could be particularly useful for rendering names of organizations and institutions.
Generalization: This linguistic strategy entails generating a target element that has a broader scope than the cultural reference in the source text, which pertains to a specific entity or concept.
Cultural substitution: This strategy involves replacing a cultural word with an alternative phrase that is familiar for the intended audience, or paraphrasing the term in question. Paraphrasing can either involve eliminating the cultural phrase while retaining the intended meaning, or discarding the original meaning and eliminating and substituting it with an equivalent term that fulfills the same objective.
Omission: This refers to the act of eliminating a cultural reference altogether.
Methodology
As previously mentioned, the present research analyses Arabic slang terms and determines the strategies used for subtitling them in the Arabic film “The Book of the Sun” into English. The film selected for this research is presented in the Saudi dialect. The data were obtained by watching the original film on Netflix platform with its English subtitles. The researchers manually identified instances of slang terms through repeated viewings, relying on their proficiency as native Arabic speakers. According to Chomsky’s ( 1986 ) widely cited notion, individuals with native language proficiency are considered qualified to assess linguistic choices within that language. Moreover, the researchers employed the definition of slang outlined by Oxford English Dictionary, as detailed in “Slang”, as the yardstick for identifying examples.
In order to improve the efficiency and organization of the research, the identified slang terms are categorized into three types: negative, positive, and neutral. Using the distinctions between slang and standard language outlined by Zhou and Fan ( 2013b ) in “Slang”, each of the examples in the upcoming section will be analyzed in terms of humor (where applicable), originality, and conciseness. The fourth distinction emphasized by Zhou and Fan will not be analyzed, as it is not feasible to evaluate the lifespan of slang in the current study due to the need for years-long measurement. It is worth emphasizing that the qualities of slang terms delineated by Zhou and Fan ( 2013b ) pertain exclusively to American slang. However, numerous previous studies have shown the universality of these properties, as evidenced by the works of Andersson and Trudgill ( 1990 ), and Linhua ( 2006 ). After analyzing the slang under consideration, the subtitler’s strategy is investigated and evaluated in terms of whether the qualities associated with the Arabic slang are retained. This research employs Pedersen’s ( 2005 ) typology of subtitling culture-specific terms, discussed in “Subtitling Strategies”, to analyze the strategies used. All examples include a back translation into English to illustrate how they are rendered by the subtitler.
As previously mentioned, the data for this study comprises the film titled “The Book of the Sun”, which became available for streaming on Netflix in 2020. The official premiere of the movie took place in Jeddah followed by Riyadh. The narrative of the film unfolds in 2010 and focuses on a student named Husam who is about to complete his secondary education. However, he became deeply involved in videos production during the peak of Saudi YouTube’s content creation era. During his final year of education at school, he is engaged in producing low-budget horror film. Assisting him in this endeavor are his closest friend, Maan, his competitor, Ibrahim, and their physics instructor, Orabi. The film was chosen due to the abundance of slang terms utilized in its dialogs. This stems from the fact that the main characters are high school seniors, an age commonly associated with frequent use of slang. Furthermore, to the best of the researchers’ knowledge, this is the only Arabic film on Netflix featuring teenage protagonists exclusively, ensuring a sufficient number of examples for data analysis and discussion.
Findings and discussion
Data analysis revealed the presence of 36 slang terms in the film. A total of 22 instances of negative slang terms were identified, accounting for 61% of the overall occurrences. The data reveals that there was a total of 5 positive slang expressions, making up 14% of the sample. In contrast, 9 instances were neutral expressions, representing 25% of the overall count. In the following section, a comprehensive analysis will be conducted on a representative sample of examples from each category. The table below illustrates the findings of the discussion in numbers.
The number of examples selected for discussion correlates with the overall number of instances identified in each category.
Negative slang
In Arabic, the word “Bazir” generally denotes either seeds of plants or children (Mu’jam Al-Waseet, n.d.). According to the NTC’s Gulf Arabic-English Dictionary, which concentrates on the colloquial Arabic spoken in the gulf region, the slang bazir in the Saudi dialect means child. Therefore, using this slang to refer to adults is derogatory, as it implies that the targeted person lacks maturity and fails to display the attributes typically associated with adulthood. The Gulf dictionary gives the example of هذا بزر ما عليك منه which translates to English as “This is (only) a child. Ignore him, do not pay attention to him” (Qafisheh, 1997 , p.41). The aforementioned slang exhibits creativity, as it is derived from a metaphorical association between the nascent seeds that symbolize the first stage of a plant’s growth and an individual displaying signs of immaturity. Simultaneously, this analogy elicits a comedic effect, as comparing an individual who is nearing the end of their adolescent to a seed can evoke amusement.
The strategy used for translating this slang term is omission, as the subtitler appears to have judged it adequate to translate only the other adjective in the utterance. The use of this strategy is considered inaccurate, as it leads to a loss of the intended connotations associated with the aforementioned slang.
The slang lasaʕa is derived by attributing an additional meaning to the preexisting word lasaʕa, which originally denotes the action of stinging (Mu’jam Al-Waseet, n.d.). The creation of this slang demonstrates the three characteristics outlined by Zhou and Fan ( 2013b ). First, the act of creating this slang term demonstrates creativity, as it entails drawing a parallel between the experience of getting stung (either by an individual or a bee, for instance) and the act of being caught by a camera while speeding on roads, subsequently incurring a financial penalty. The commonality lies in the experience of discomfort, as both being stung or fined for speeding are generally undesirable. Second, this slang has a humorous impact, aptly conveying the emotional distress experienced after being caught for excessive speed. Finally, this slang term is concise, as it condenses the phrase "make you pay a fine" into a single word.
The subtitler employed the strategy of generalization by substituting the Arabic slang with a more generic verb, namely "pay." This translation fails to accurately convey the precise intended meaning of the Arabic slang, and thus results in a reduction of its connotations.
The slang in this example is “نصبع”, which translates to “giving someone the finger”. In both standard and colloquial Arabic, the word إصبع means finger, and it is always a noun (Mu’jam Al-Waseet, n.d.). However, this slang term creatively transforms the Arabic noun into a verb using the Arabic morphological pattern “فعّل”, which denotes hyperbole. As a result, the slang term not only condenses a rather profane meaning into a single-word term, but it also does so in an exaggerated way. Needless to say, the term conveys a humorous effect due to its profanity and linguistic creativity.
In English, the term was subtitled as give the finger , employing the strategy of using an official equivalent, which delivers the same meaning. However, the impact is somewhat toned down due to the loss of brevity and hyperbole, which are prominent linguistic features of the original Arabic slang.
In this example, the slang word is “قعري”, which translates to “my bottom”. In standard Arabic, the word "قعر" refers to the lowest part or point of something, such as قعر البئر the bottom of the well (Mukhtar Alsahah, n.d. ). By adding the personal possessive pronoun “ي”, the meaning is transformed to indicate the speaker’s butt , serving as a means to belittle Orabi. The slang word is both concise and humorous, as it compares Orabi to one’s butt.
The subtitler used the equivalent English slang term ass , which corresponds to the Arabic slang term قعري.
The slang term in this example is the phrase حتجيب العيد which translates to “ you will bring Eid . This phrase, which consists of just two words, is widely popular not only in Saudi Arabia, but across the Arab World. The expression indicates that the person to whom the phrase is directed is causing trouble. This slang is frequently employed to talk about someone who aims to fix something but instead ends up ruining it. It’s akin to when a fool prematurely informs people of Eid’s arrival, intending to bring them joy. Nonetheless, the results are not as intended (Islam Question and Answer, 2023 ).
The term is creative as it draws on the cultural connotations of the term عيد, giving it new layers of meaning that suggest a troublesome situation. Although the slang is a phrase, it is composed of only two words, aligning with the characteristic brevity of slang. Moreover, it conveys a humorous effect due to its unexpected and metaphorical nature.
The subtitler employed the strategy of paraphrase, translating it as you will get us in huge trouble . Although the core meaning is transferred successfully, the original communicative function is lost. More creative translations could be effective in this context, such as the idiomatic expression you’ll put us in a pickle .
Positive slang
Example (1):
In this example, the speaker uses the slang term حريقة, which literally translates to burning fire . In Arabic, this term is used to describe a situation where fire has started and flames are visible (Mu’jam Al-Waseet, n.d.). However, this concise slang word transforms the negative connotations of the word into positive ones, using it to describe something as amazing or exceeding expectations.
The subtitler resorts to the strategy of paraphrase, using the word incredible to convey the intended meaning, although this sacrifices some of the communicative effect. The subtitler could have used the term dope , which is popular among young people and serves as slang for excellent .
Example (2)
Generally speaking, the word صاروخ in Arabic means a projectile propelled over long distances by gases expelled from its bottom (Mu’jam Al-Waseet, n.d.). Similar to the previous example, the slang صاروخ “ rocket ” transforms the negative associations of the word into positive ones, using it to describe a girl who is extremely attractive. The comparison here draws upon the association between the destructive power of a rocket and the potent impact of a beautiful girl’s allure. Similar to most examples, the Arabic slang term is both creative and concise, additionally conveying humorous effect through the association it makes.
The English subtitle hottie demonstrates a strategy of cultural substitution, which retains the original meaning. However, a more direct equivalent that could be used is the slang term bombshell , which corresponds more closely with the Arabic term.
Neutral slang
The general meaning of the verb سلَك in Arabic pertains to cleaning, specifically in the context of clearing drains and chimneys (Almaany Dictionary, n.d. ). The slang in this example is حنسلكله which translates to we will unclog for him . While unclogging a drain indicates removing something that is blocking the way so things pass smoothly, this slang suggests the humorous humoring a person so he will think things are going well with no obstructions. This creative slang draws a humorous comparison between the act of unclogging a drain and the act of humoring a person, all condensed into a single word. The fact that Arabic uses attached pronouns makes the process of composing a one-word clause or sentence easy and acceptable even in colloquial Arabic. The current slang, for example, comprises the verb نسلك unclog , the subject (attached pronoun) نحن we , and the object (attached pronoun (هو him .
The Arabic slang is replaced by leave in the subtitles, which neither retains the original meaning nor preserves the communicative effect.
The slang word used in this example is intriguing interesting choice as it is borrowed from the English word date . The speaker creatively adapted this word into the Arabic morphological pattern يفعّل, resulting in the term بديّت, which means “to have a date”.
Although it is borrowed from the English word “date”, and used as such in the English subtitle, it does not convey the same effect. The creativity of the Arabic slang draws from the effect of borrowing, which is lacking in the English subtitle. The effect might have been better reflected had the subtitler opted for the French word rendez-vous , which is familiar to the target audience.
Conclusions
The aim of this study is to examine slang expressions used in Saudi Arabic and assess their translation into English subtitles. The study focused on thoroughly analyzing the selected examples of slang before investigating the strategies used by the subtitler to express them. The purpose of following this procedure is to showcase the unique characteristics of slang and ascertain if these characteristics are maintained or eliminated in subtitles. The findings of the study suggest that the attributes of creativity, conciseness, and humor are largely lost throughout the translation process, even when slang is replaced with English slang in the subtitle. This is shown by the prevalent use of the generalization strategy by the subtitler, which was employed 13 times, followed by the paraphrase strategy, which was used 11 times. The study shows that when slang is replaced by a more general term or paraphrased, the specific characteristics linked to it will not be effectively communicated to the target audience. Rephrasing or generalizing the information would undoubtedly enhance the comprehension of the English-speaking audience more efficiently than just eliminating slang or translating it verbatim. Nevertheless, it would not elicit the same level of influence on the intended recipients as the source slang. In addition, the translation of just six Arabic slangs into their English counterpart slangs emphasizes the substantial linguistic and cultural differences between the two languages as English in many cases lacks direct equivalents for Arabic slang terms.
Data availability
Data collected for the study is available at https://doi.org/10.7910/DVN/OJEGWF
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Ali, S., Al-Jabri, H., AL-Adwan, A. et al. Subtitling Saudi Arabic slang into English: the case of “The Book of the Sun” on Netflix. Humanit Soc Sci Commun 11 , 481 (2024). https://doi.org/10.1057/s41599-024-02965-y
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