has launched a new microsite called “Netflix Effect”, which offers a detailed look at the economic, cultural and social impact of its films and series around the world. The initiative was announced by Ted Sarandos via a blog post outlining the company’s global growth strategy and long-term investment in local storytelling.
Netflix CEO Ted Sarandos revealed that the OTT platform has invested more than $135 billion in content over the past decade; ‘Netflix Effect’ initiative unveiled
According to the report, Netflix has invested more than $135 billion in films and series over the past decade, contributing more than $325 billion to the global economy. The company also said its production had created more than 425,000 jobs worldwide during the period.
Sarandos reflected on Netflix’s international expansion, saying the company grew from operating in about 60 countries in a single day about ten years ago to more than 190 markets. He wrote that while Netflix was expanding globally, the company believed that “the best way to go global is to start extremely locally.”
The report sheds light on how Netflix productions are made in more than 4,500 cities and towns in more than 50 countries. It also points to the wider economic impact of the production, including job creation, support for local businesses and tourism activity.
Examples cited include The Lincoln Lawyer, which reportedly contributed more than $425 million to the California economy during its four seasons and created more than 4,300 cast and crew jobs. Similarly, Stranger Things created more than 8,000 production jobs over five seasons.
The report also makes reference to productions filmed outside major urban centres. Netflix cited the Colombian series Frontera Verde, which featured members of local Amazonian communities both on and off screen. Another example includes several European versions of Love Is Blind, which were filmed in the Swedish town of Strängnäs, where productions reportedly support local hotels, restaurants and transportation services.
Sarandos also addressed the broader cultural impact of Netflix titles. He said the success of Kpop Demon Hunters contributed to increased interest in Korean culture, the language-learning platform Duolingo reportedly saw an increase in Americans learning the Korean language, and an increase in travel bookings to South Korea following the film’s release.
Beyond content investments, Netflix said it continues to expand production infrastructure globally and invest in training initiatives. According to the company, its educational and training programs have reached more than 90,000 people in more than 75 countries.
The streamer also highlighted efforts to restore historic cinema venues including The Egyptian Theater in Los Angeles and the Cinema Europa in Rome.
Looking ahead, Sarandos said Netflix plans to continue investing in creators, communities and fans as the entertainment industry rapidly evolves.
