PARADIGM SHIFTERS
Newsweek|December 24, 2021
Globalizing Streaming Content
PARADIGM SHIFTERS
BELA BAJARIA — HEAD OF GLOBAL TV, NETFLIX

Who would have guessed that the breakout hits on American television this year would be Squid Game, a survival story from Korea, and Lupin, a French thriller about a Black gentleman thief? Even Bela Bajaria says there was no way to predict it. But as the head of global television at Netflix, it’s her job to find the next big show— and if it comes from an unexpected corner of the planet, all the better.

“There has been this pervasive idea that only Hollywood exports stories, which I find really limits who gets to tell those stories,” Bajaria says. “We’re pushing beyond that and opening the doors to creators of all different types around the world.”

Netflix is the world’s largest streaming service, which makes Bajaria one of the most influential programmers in television. Show by show, she and her colleagues are changing our viewing diet. In the last two years, the company says American viewing of non-English language programs has grown 67 percent. Viewing of Japanese anime in the U.S. has doubled; so-called K-dramas from Korea have tripled. Competitors say they’ve seen similar trends—shows from one country doing remarkably well elsewhere.

COVID-19 has obviously played a role: People hunkered down at home and looked for interesting things to watch. If a series from Germany or Mexico trended on TikTok or turned up on best-shows-to-binge-on lists, people binged on it. Netflix makes it easy to cross borders; it dubs shows in 34 languages and offers subtitles in 37. Subscribers can see a larger slice of the world as a result.

This story is from the December 24, 2021 edition of Newsweek.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

This story is from the December 24, 2021 edition of Newsweek.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

MORE STORIES FROM NEWSWEEKView All
Ramy Youssef
Newsweek US

Ramy Youssef

DESCRIBING RAMY YOUSSEF'S WORK ISN'T EASY, BECAUSE HE REFUSES TO settle on just one thing. \"I feel really inspired to connect in the way that it makes sense.\"

time-read
2 mins  |
March 29 - April 05, 2024 (Double Issue)
Tobias Menzies
Newsweek US

Tobias Menzies

HOW MUCH DO WE REALLY KNOW ABOUT THE assassination of President Abraham Lincoln? That's a question Tobias Menzies hopes to answer in Apple TV+'s Manhunt (March 15).

time-read
1 min  |
March 29 - April 05, 2024 (Double Issue)
The Fall and Rise of Katt Williams
Newsweek US

The Fall and Rise of Katt Williams

He's had a string of run-ins with the law, yet the comedian's popularity continues to grow-with a recent podcast appearance blowing up the internet

time-read
6 mins  |
March 29 - April 05, 2024 (Double Issue)
AMERICA'S Greatest Workplaces for JOB STARTERS 2024
Newsweek US

AMERICA'S Greatest Workplaces for JOB STARTERS 2024

Getting a career started is never easy. First-day stumbling blocks can give way to larger questions about choosing the right career path. Imposter syndrome, information overload, the challenge of new colleagues: it's almost enough to make you miss the routine of sending out endless résumés to online job descriptions.

time-read
3 mins  |
March 29 - April 05, 2024 (Double Issue)
THE INCONCEIVABLE SEARCH FOR SPERM
Newsweek US

THE INCONCEIVABLE SEARCH FOR SPERM

Making MOTHERHOOD a reality in the face of virtually every cultural taboo

time-read
10+ mins  |
March 29 - April 05, 2024 (Double Issue)
I'm Suing Harvard Over Rife Antisemitism
Newsweek US

I'm Suing Harvard Over Rife Antisemitism

I applied to the university's Divinity School to be an ambassador for Orthodox Jews and build bridges with other cultures; instead I'm battling discrimination

time-read
4 mins  |
March 29 - April 05, 2024 (Double Issue)
Gen Z's Pockets Full of Cash
Newsweek US

Gen Z's Pockets Full of Cash

Digital wallets and bank cards might appear to be the modern way to pay, but physical money is making a comeback among young adults

time-read
4 mins  |
March 29 - April 05, 2024 (Double Issue)
Biden's Age Problem Tears Democrats Apart
Newsweek US

Biden's Age Problem Tears Democrats Apart

After being depicted as an 'elderly man with a poor memory,' questions surrounding the president's advanced years are dividing his party

time-read
6 mins  |
March 29 - April 05, 2024 (Double Issue)
Country Has Won Our Achy Breaky Hearts
Newsweek US

Country Has Won Our Achy Breaky Hearts

The genre has never been so popular-and with the likes of Beyoncé reminding fans of its roots, its mainstream appeal looks set to grow and grow

time-read
6 mins  |
March 22, 2024
'Deadly Risk' of Fat-Loss Drugs
Newsweek US

'Deadly Risk' of Fat-Loss Drugs

Diabetes treatment Ozempic has become popular among dieters due to its weightloss side effect, but a study warns of a link between the drug and suicidal thoughts

time-read
5 mins  |
March 22, 2024