Why Netflix Is Betting Big on Latin America | The Circuit

With the streaming wars hotter than ever, Netflix is doubling down on its global ambitions. It’s a strategy that’s already reshaping the entertainment world, with series like Squid Game and Narcos becoming smash hits far beyond their countries of origin. In an era when entertainment companies are scrambling for dwindling revenues and attention, the future of the industry could depend on reaching a truly worldwide audience. The question is, can Netflix do it, and stay the king of streaming? Emily Chang travels to Colombia to visit one of Netflix’s most ambitious productions ever in Latin America, and gets a closer look at its global strategy with Vice President of Latin America Francisco Ramos and Chief Content Officer Bela Bajaria. With new series on the way such as One Hundred Years of Solitude (Colombia), Senna (Brazil), El Eternauta (Argentina), and Pedro Páramo (Mexico), Netflix's ambitions are setting up for a bold new future in Latin America - and beyond.
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[@emilychangtv]

This was such an epic adventure! I’m so grateful to the people we met from Colombia to Mexico, and in awe of the talent on the set of 100 Years of Solitude. Are you excited to watch the real thing? I’d love to hear your thoughts on Netflix’s strategy to win Latin America.

[@petepotr4078]

Netflix is being smart and bold!

[@suvivares]

Great great job!!

[@aaronlazaro7226]

One Hundred Years of Solitude is one of my favourite novels and I look forward to watching the TV adaptation which Netflix had clearly done an excellent job in making as faithful as possible to the original source material.

[@alexgranados8719]

As a half Mexican half Colombian I can tell you thanks for sharing this amazing story.

[@TobinOsusky]

Pura vida!

[@JAndrade389]

Finally a Colombian story that has nothing to do with the Narcos BS that does not represent the majority of Colombians and causes so much harm to our country’s reputation and image

[@josephj1973]

To be fair, many people will always associate Columbia with narcos, drugs, and violence. Sorry that's just the way it is.

[@agme8045]

I mean, it is a big part of Colombia. Just like it’s also a big part of Mexico. Or how mafia was (and still kinda) is a big part of Italy. Just because you don’t like foreigners having that image of Colombia, it doesn’t mean it’s fake or any less real.

[@JAndrade389]

⁠​⁠@@agme8045did I say it was not a big part of Colombia? Did I say it was fake? It has nothing to do with me liking it or not, I think most people get my point but let me explain to you…Of course it is a big part of our history….what I’m trying to say is there is thousands of stories that are also part of our culture and history such as this one, at one time “One Hundred Years of Solitude” was the book that sold the most copies ever after the Bible, but foreign media always focuses on feeding the world ONE single story about Colombia, that of drugs and violence over and over as if there is nothing else to tell there and that does that not represent most Colombians, I find it great that other stories that do not glorify criminals and genocidal maniacs that caused so much harm to our society and people are finally being told

[@ericktellez7632]

@@agme8045The problem is that you are ignoring why it happened, it involves the United States in the entire region they are the biggest consumers and the ones funding them in the 80s during the cold war but no one mentions that, the US doesn’t get smeared despite the CIA using Colombia to fight communism and then using Mexico to do the same, those weapons came directly from America and they dont get represented constantly in the media the same way Colombia does.

[@DueceSpice]

@@agme8045NOPE DRUGS ARE A BIG PART OF AMERICA CULTURE..

[@mlaudisa]

Great story, music, visuals, and interesting interviews. We have spent extended time visiting Mexico, Colombia, Chile, Argentina, and I'm so glad S.A. gets to be highlighted in a positive way because there is so much richness and warmth in their history, art, architecture, and tradition.

[@kikispalermo]

Mexico is NOT SA

[@dosgringoscroata]

As an expat living in Colombia, and having lived in certain rural zones in the "Eastern Plains", there is a huge possibility of stories to be told that isn't Narcos vs DEA. Hopefully this initiates a new wave that focuses on the rich and fascinating culture this country has.

[@DiegoBoss_]

You mean immigrant.

[@surfhappens202]

@@DiegoBoss_ True

[@Atlasdearles_8888]

I was considering quit Netflix, but now I will wait to watch all those productions. As a Colombian, I have to recognize that they are making a huge effort.

[@Malik-Ibi]

Same here

[@taopanda98]

More stories about Latinoamerica and not about drugs and cartel war is CRUCIAL! We are tired of these horrible stereotypes when there is so much to offer!

[@naydeepolanco1603]

COLOMBIAAA! The most beautiful country I've ever visited, not just the land and climate but the people are truly amazing.

[@ramlozz8368]

Another factor they missed to mention is that the Hispanic/ latino, community in the United States keeps growing, is already at 40% in California

[@ericktellez7632]

It used to be 100% not too long ago wonder what happened 🗿

[@gibememoni]

@@ericktellez7632 no it wasnt. Hispanics are mestizo meaning spanish european and indigenous mixed together

[@Becky_Cal]

I agree. American-born Latinos have been a huge influence and market for this new content and through the export of Latino-based music, food, culture which has been exported via the U.S. first and foremost and opened the door to the many Latin American countries like Mexico, Cuba, Colombia, Brazil, etc.

[@obando83]

Thank you Emily and Bloomberg, this will make us Colombians very proud.

[@sgroque9325]

La ventaja que tiene Netflix en nuestra región es que somos países muy parecidos y a pesar de nuestras pequeñas riñas especialmente en redes sociales, nos apoyamos los unos a los otros. El contenido mexicano gusta a un peruano, el colombiano a un panameño, y así con todos. Siempre teniendo en cuenta gustos específicos. Por ejemplo a mí series de el narc0 no me gustan (no me gusta esa temática), pero el resto de series de mi región me gustan mucho.

[@Hir655]

La verdad es que solo nos hacé ver iguales y no hacen las marcas...por ejemplo XD 100 años de soledad es algo que transcurre en él Caribe por los montes de. Maria no en los andes

[@ROCKNROLL947]

Falso, el contenido mexicano es terrible

[@sgroque9325]

@@Hir655 Al momento que usaste eso "XD", dejé de leer tu comentario. Gracias.

[@Hir655]

@@sgroque9325 gracias al momento en que dijiste que somos iguales deje de leer es claro el mal mensaje de producto que quiere Hollywood

[@Hir655]

@@sgroque9325 pero tengo razón 100 años de soledad no es algo que transcurre en los andes si no en el caribe las únicas montañas que tienen pueblos como los que describe Gabo se encuentran en los Montes de María, departamento de bolivar ejemplo de eso los municipio de el Carmen de bolivar,San Jacinto y san Juan de Nepomuceno...se de lo que hablo así sea que este "mamando gallo"

[@MilipTichaelPhomas]

I love how this lady is never on the same wavelength with the people around her, or even with her own words

[@HKim0072]

The sneaky underreported Netflix strategy is overwhelming "youngish" directors will large sums of money to do their magnum opus. Film budgets are way smaller in other countries. Netflix will plunk down 2-3x a healthy film budget and let these directors do a long series. The Squid Game guy got $15-20M to do his series. Dude had been thinking about that series for 10 years. And, the average film budget in Korea is

[@liothomasart]

Goddamn the color grading in this episode is so good! Lord Emily! Where am I?

[@xiomaramatarritavasquez5020]

I'm impressed, I already want the series start

[@jairunet]

Excellent idea, I agree with the locals here, Latin America has so much talent, they just need to be guided the correct way, they are humble and hard workers when the motivation is there. I can't wait for the next round of specials, football, baseball, women's beauty, nature, farming, and more and more, everybody wins, keep it up Netflix, I may join in some way or another in the short future.

[@maryfranceschiloenoble4728]

The town looks like Disney Encanto . And it's true it's in Colombia 😊

[@richelletvforyou8324]

Why can't they wait to show these like a day before the production releases...now I have to wait😭

[@MrSantiagotri]

I’m glad they’re finally showing the magic of this wonderful country, and not that bs from Narcos

[@Ollerismo]

I hope they do not destroy the set after they are done. It would be a tragedy.

[@amilton1015]

Congrats Emily...for you is the best marketing for Netflix! I hope they (Netflix) think the same.

[@MsCatwoman13]

Amazing work you're doing @emilychangtv! So proud of you. Colombia and Mexico run deep through our families veins. Can't wait to see how Gabriel García Márquez novel comes to life.

[@jamescifuentes8403]

Thank you Netflix. Great journalism! And Colombia!!!

[@someyoutuber99]

Storytelling in this is incredible. The map visuals, interviews, macro economic insights, etc.

[@sluglife9785]

All my yes to this. However, don't leave any continent out of the equation. Africa needs this as much if not more.

Because 100 años de soledad is awesome!

[@bigbabygoose]

You guys are killing it lately! This video is so beautiful, informative, and full of heart. And without any of the sensationalization of usual social media pieces. So refreshing!

[@TobinOsusky]

Ready to be cast for projects in Costa Rica!! Please Netflix casting, lets work together

[@armandothiagodasilva4704]

PQP!!!! 100 anos de solidão??????? Caralho! Quanto mais devo esperar pela estréia?

[@zaxlee01]

Betting on Argentina is a great choice. The 2000s proved that Argentinian soap operas are very popular. I don't know why they faded off in the 2010s, but there is undoubtedly a ton of potential there, especially with teen shows made by Chris Morena. If I was netflix I would have that woman on a permanent contract just making one series after another.

[@ca8rio8ca]

Waiting for Senna! 🇧🇷🇧🇷🇧🇷

[@bhaskarvishwajeet226]

Very interested in seeing what LATAM churns out. They’ve got amazing stories to tell

[@joseville]

<a href="#" class="seekto" data-time="660">11:00</a> wow, that set is incredible!

[@luiscader]

Excellent Show! I love the circuit always showing different perspectives of the world 👌🏻

[@ignaciopazgarcia5370]

Bloomberg Originals are stepping up. Fantastic work!!!

[@darwinmolina8531]

this was amazing. thank you

[@vedantkale1163]

A truly interesting documentary. Not at all frivolous or vain.

[@ricajubilado]

As a brazilian Netflix consumer I enjoy it, Netflix made in few years more for the brazilian cinema and culture (with Invisible City and Bionics now for example) that Globo and brazilian cinema producers made in decades! Ps. As a suggestion Netflix could streaming the brazilian movie "Jorge da Capadocia" about St. George!

[@vhol93]

Great video! !

[@michomapeter7522]

I love what you are doing Emily chang ,great journalism ,i love the circuit

[@os2171]

As a Colombian I say to the world… please read the book first! And I really hope Netflix do respect the Majestic power of Cien Años de Soledad.

[@linayucuma9240]

Oof, loved Frontera Verde and absolutely loved Distrito Salvaje. I mean, those wer such different subjects, but amazing stories. There's so much to tell here. I admire very much the simple yet moving stories that Chinese andKorean cinema has do. I think there's so much potential here to bring up all these new subjects and narratives.

[@nicholasleclerc1583]

<a href="#" class="seekto" data-time="209">3:29</a> "...So that they become global hits & crank out more global hits later on" X D

[@heyaswinp]

Man, Emily is back.

[@alexandergiraldi2285]

Absolutely Amazing

[@special-t-419onurbandictio9]

nice stuff as usual emily just put out more, more often

[@amyamnguyen]

This is the most beautiful book so interested to see how they adapt it!

[@tony_mac]

Emily’s astonishingly great

[@senti2175]

Whos the actress on the thumbnail on right?

[@mr.nobody7914]

When it's gonna release

[@em4001]

I want to see more Latin American shows and movies besides Spain, Mexico and Colombia

[@Ramen-Doodlezz]

Betting! I see! My brain really thought for a second that you misspelled "getting" hahaha I'm dumb.

[@imaginerofx]

Tremenda producción 😮😊

[@AliasHSW]

@EmilyChang is becoming one of my favorite KZbinr

[@tadashi6381]

It might also be because there is a law requiring streaming services to invest in media from Brazil to be able to stream here. I'm not sure if that passed, but I saw it in the news.

[@tetrakoop]

emily chang is the G.O.A.T.

[@brendonlyons2605]

when is macando supposed to be released?

[@Vizruy]

Cien años takes place in the Caribbean coastal area… not Ibague. Hopefully the accents are correct

[@ariavachier-lagravech.6910]

I need Netflix documentary about Dragon Ball and Mexican Cartels

[@Booz2020]

Sinaloan Cartels : Ayy Amigo,hold our TEQUILAs 🥃

[@superipodmanvik]

If Netflix really wants more views, do Central America 🇬🇹🇭🇳🇧🇿🇨🇷🇳🇮🇵🇦🇸🇻. It's always México or Colombia....

[@hagodi]

Brilliant!

[@itsnotfine_]

Macondo, we'll see you soon! 😄

[@summervibes9931]

<a href="#" class="seekto" data-time="1185">19:45</a> ouuuf rough pause

[@Cralk8]

The answer is: because is America, but latin ... Latin America is a very interesting region, is part of the new world as like the USA and we have similar stories here

[@MrArbl1234]

Bravo 👏🏼

[@olafvonbraun7300]

Can we just pause and acknowledge the beautiful camera shots of Colombia and the whole editing is simply bellissimo. On another note- go Netflix. Colombia, Ukraine, Poland… be different, be vibrant,

[@Ollerismo]

Bogotá has a tilde.

[@mariacamilaakl4082]

I hope they show the bananeras incident lets see how Americans react

[@superipodmanvik]

I was going to say the same with Guatemala 🇬🇹 1954

[@superipodmanvik]

🇬🇹1954 Guatemala

[@brandondiaz9657]

Another interesting fact about Netflix in Latin America is that they exclusively sold that region a disc that could be inserted into PS2 consoles.

[@agme8045]

They are mostly Mexicans, Central Americans, Cubans, Puerto Ricans, etc. South America (which does not include any of those countries) is where most of these productions are taking place. Half of South America is literally just Brazil. So I get what you mean, but I don’t actually think it’s as big as a factor as you (or Americans in general) would imagine.

[@joseville]

Wait, so Netflix on a PS2?

[@scottpalmer1023]

If Emily ever interviews me, I will do everything I can to hear that awesome laugh as many times as possible.

[@jd-teilur]

🇨🇴❤

[@Von199X]

Dang Colombia is so beautiful/

[@KazenoniKakuremi]

bloomberg is churning out so much content

[@hanerpelaezcorrales8704]

Colombia 🇨🇴🎉

[@Futuristbillpicone]

Awesome!! Freaking awesome!!

[@cinemundoafora1456]

Por Cem Anos de Solidão sou até capaz de assinar a Netflix. O problema dessa plataforma é que se torna proprietária de todo o conteúdo que ela desenvolve no país, equem o é o dono define o perfil do que é produzido, e assim, todo o conteúdo, seja espanhol seja brasileiro, fica com a mesma cara. Atualmente ao lado da cultura de massas, com a cara de Hollywood, tem-se o conteúdo com cara de Netflix, acho a antítese da arte.

[@alaia4006]

Is it risky? Not at all, because we Latin Americans want our cultures, our customs, our countries, our natural richness to be reflected from other perspectives, that are not just drugs, violence, etc. Because we are so much more than that.

[@saksit247]

Because they have tapped out the US market? The same thing that all the major sports league are doing. If you think they are doing it because they love of find Latin America interesting then you don't understand an American corporation's relationship with money (specifically it's tock price).

[@joseville]

When is 100 Years of Solitude chilling out!!!???

[@phdonpigs]

This anchor woman is gorgeous!

[@matthewona]

Think globally, act locally

[@mafeuk]

<a href="#" class="seekto" data-time="560">9:20</a> talking inside the Garcia Marquez house and in front of his desk about "markets" and business strategies is so ironically cynical and tone deaf but it really represents what these modern entertainment businesses are all about.

[@ivandansigmun3891]

Netflix Ad

[@TrapKingz.]

Netflix says they want to get away from drugs and Colombia lol but they just released Griselda (which everyone hated).

[@sergiosantiagojalao4071]

Just call it America.

[@PB-kf4qt]

Netflix needs to do a series in different Latin American countries. Pero for example, doesnt have representation in this platform.

[@toddferguson7626]

Bloomberg, you spelled "South Korea" wrong...

[@SofieFurtwangler]

O maior mercado da netflix fora dos Estados Unidos é o Brasil,😊

[@harsha2993]

Looks like Bloomberg Billionaire Politician is watching a new TV show.

[@myopinion6092]

last thing we need.

[@brokeandroid5288]

I wonder why didn't pick Mexico, the hollywood of latin america. Mexico has years of experience and infrastructure, yet they went with Colombia. So weird.

[@juliandavidac]

Because Colombia had a new infrastructure an laws to the cultural industries

[@shankarbalakrishnan2360]

Latin america❤❤🎉🎉

[@rarevidz100]

Say whatever you want to say, but netflix really brings the global storytelling only restricted to yt people

[@camilofuentespena7348]

For us LatinAmericans, this is like the Romeo and Julieta story. Netflix can be sainted or buried by the Latino audience. We hope is a success.

[@eddycarpenter8989]

"us latin americans"? lol... literally never heard anyone say that in Spanish or Portuguese...

[@camilofuentespena7348]

@@eddycarpenter8989 jaja cierto. Para nosotros los latinos..... se nota que el inglés no es mi lengua materna. jajaja.

[@KiranKumar-jg9no]

They aren't paying taxes in INDIA

[@OpenBookmarksCo.]

easy to say it's 4 hours in a second, that's far 🚗

[@mtljin]

netflix should bet on Asia.

[@donviajero2580]

They are. I don't live in Asia and there is an incredible amount of Asian content on Netflix even in my region. A week doesn't go by in which you don't have 3, 4, or 5 Asian shows debuting on Netflix. And its not all just Korean content.

[@AsylumLunatic-ig5jh]

South America, land of shared passwords.

[@MarcelGomez-pi2lm]

Peru is the most representative country of South American culture. Like for example: If you were asian and you wanted to know about North American culture, would you go to Canada or the United States?? Of course the United States is more representative. The same goes for Peru in South America. Now you can bs me saying wokish things like: we are all very unique in our distinctive way and so and so on

[@alaia4006]

¿En qué sentido? Cultura, literatura, historias, riqueza natural, paisajes, personajes, gente.

[@PepeuHARDT]

Se a Bela Bajara é "negra", eu sou extraterrestre. Minha nossa, que necessidade ridícula é esta que as pessoas passaram a ter? O novo EGO agora é ser diferente do que antes era o padrão, mesmo não sendo.

[@funkmachine9094]

it's south america not "latin america"

[@JulianGarzon-zi4be]

Where is Mexico located according to you?