2022年海外Netflix传播研究报告

Abstract:This paper comprehensively uses bibliometric analysis to review overseas Netflix communication research. Current research primarily focuses on six areas：Netflix’s streaming platform operations，brand building，the impact of its expansion on the television industry，audience characteristics，product content characteristics，and critical analyses of its global expansion. Initial research centered on the influence of algorithm science on the platform’s operations，the development of audience consumption habits，and the phenomenon of “binge-watching.” As Netflix has expanded its presence globally，research has increasingly shifted towards examining its restructuring of local TV markets and viewing cultures，as well as its role in reshaping the global media landscape. Furthermore，textual analyses of transmitted content and quantitative investigations into audience cognitive experiences are rapidly evolving，in line with Netflix’s “content is king” competitive strategy. Future studies on Netflix will focus on narrative communication and critical communication，such as the analysis of algorithmic imperialism，digital platform cosmopolitanism，or the revelation and satire of the binary opposition of modernism by cross-cultural content.

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