How Netflix’s Global Expansion Fuels Local Economies—And Why ‘Going Local’ Is the Key to Success

Netflix didn’t become the world’s dominant streaming giant by simply exporting Hollywood blockbusters. Its secret? A hyper-local strategy that turns global hits into economic engines for cities, regions, and entire industries. From boosting tourism in Stockholm to reviving chess sales in Italy, the platform’s investments in local productions—filmed in over 50 countries and 50 languages—have injected billions into economies worldwide. But how does this work in practice? And what can other industries learn from Netflix’s playbook?

— ### **The Netflix Formula: Local Content, Global Impact** Netflix’s global dominance isn’t built on one-size-fits-all content. Instead, it thrives by embedding itself in local cultures, economies, and communities. The company’s approach is rooted in three pillars:

• Original productions shot on location, creating jobs and stimulating local businesses.
• Licensed content that resonates with regional audiences, ensuring relevance.
• Cultural ripple effects—where a show’s success sparks trends in fashion, tourism, and even music.

This strategy isn’t just about entertainment; it’s about economic transformation. According to Netflix’s 2025 Economic Impact Report, the company has invested over $135 billion in content over the past decade, contributing $325 billion to the global economy. That includes:

• More than 425,000 full-time jobs for cast, crew, and production staff.
• Over 700,000 temporary roles for extras, laborers, and local service providers.
• Billions in indirect economic benefits, from hospitality to retail.

— ### **How Netflix Turns Sets Into Economic Hubs** Netflix productions aren’t just filmed—they become permanent fixtures in local economies. Take The Lincoln Lawyer, which has generated over $425 million for California’s economy and supported 4,300+ jobs across seasons, according to a 2024 Economic Development Council report. Similarly, Stranger Things created 8,000+ production jobs in the U.S. And Europe, while its filming locations in Prague and Belfast became tourist hotspots. In Europe, Netflix’s Love is Blind franchise transformed Strängnäs, Sweden, into a year-round production hub. The show’s seven European versions run for 40 weeks annually, turning the town into a permanent set and attracting visitors from across the continent. Local businesses—hotels, restaurants, and shops—report a 30% increase in revenue during filming seasons, per a 2025 municipal report.

“The sets aren’t just watched—they’re imitated.”
— Netflix’s 2023 Global Local Strategy Brief

— ### **Cultural Spillover: When TV Shows Shape Real-World Trends** Netflix productions don’t just entertain—they influence global consumer behavior. Here’s how:

• Fashion: Squid Game’s white Vans became a planetary fashion statement, with sales surging 40% globally in 2021, per Vans’ 2022 impact report.
• Music: Stranger Things revitalized Kate Bush’s Running Up That Hill, which re-entered the Billboard Hot 100 in 2022—40 years after its original release.
• Hobbies: The Chess Queen led to a 25% spike in chess book sales in Italy and Germany, according to Amazon’s 2023 market data.
• Tourism: Emily in Paris turned Parisian cafés and boutiques into Instagram pilgrimages, with a 15% increase in foot traffic in filming districts, per Paris Tourism Office 2024.

— ### **Italy’s Netflix Boom: Local Stories, Global Reach** Italy is a case study in how Netflix’s local-first strategy works. Over the past decade, the platform has:

• Distributed over 1,000 Italian films and series.
• Produced originals in 100+ Italian cities.
• Generated €1.1 billion in added value (2021–2024) and 5,500+ jobs, per Italy’s Ministry of Economic Development.

Take The Law of Lidia Poët, filmed in Turin and Piedmont. The series mobilized:

• 600+ cast and crew.
• 2,700 extras and daily workers.
• 110 filming locations and dozens of custom costumes.

The show’s success also revived interest in Piedmontese cuisine, with a 20% increase in restaurant reservations in Turin, according to Turin Tourism Board data.

— ### **The Licensed Content Advantage: Why 75% of Netflix’s Library Isn’t Original** While Netflix’s originals grab headlines, 75% of its content is licensed from studios and broadcasters. These titles—like Italy’s Mare Fuori (originally from Rai 2)—prove that local relevance matters more than exclusivity.

• Mare Fuori spent 30+ weeks in Italy’s Netflix top 10 and racked up 10 million+ views (2023–2025), becoming one of the platform’s most-watched non-originals.
• Licensed content reduces risk while ensuring cultural authenticity—critical for markets like Japan, Korea, and Latin America.

Netflix’s 2025 Licensing Report highlights that localized subtitles and dubbing increase engagement by 30–40% in non-English markets.

— ### **Key Takeaways: Why Netflix’s Model Works** 1. **Economic Multiplier Effect** – Every dollar spent on local productions generates $3–$5 in indirect economic activity (hospitality, retail, transport). – Example: Stranger Things’s filming in Dublin added €50 million to Ireland’s tourism sector in 2022. 2. **Cultural Authenticity Drives Engagement** – Shows filmed in local settings (e.g., Kingdom in South Korea, La Casa de Papel in Spain) achieve higher completion rates than imported content. 3. **Long-Term Community Investment** – Netflix partners with local governments to fund infrastructure (e.g., Mexico City’s film tax incentives). – Productions often donate to local charities (e.g., Bridgerton’s London filming supported homeless shelters). 4. **Data-Driven Localization** – Netflix uses viewership analytics to tailor content to regional tastes (e.g., Sacred Games’s Indian adaptation outperformed the original globally). — ### **What Other Industries Can Learn from Netflix** Netflix’s strategy offers blueprints for businesses aiming to scale globally: