“It’s All Greek to Me”: A qualitative approach to Netflix’s Brand in Greece

This research provides a brief overview of Netflix’s presence in the Greek market. Analyzing posts from Netflix Greece Instagram account and Greek media articles, this thesis attempts to gain valuable insights regarding Netflix’s branding strategy on the Greek market, together with media executives’ impressions. Systematically sharing posts on the Greek Instagram account, Netflix has created a solid presence on the social media platform. The main usage of Instagram, by Netflix, is to inform the audience and promote its content and services, while maintaining a uniform brand identity. Accordingly, the articles released on Greek press include various elements of Netflix’s marketing strategies, while, simultaneously, they provide promotional and informational content for Netflix. Media experts acknowledge Netflix’s impact on the Greek market and the audience; however, they do not see the streaming platform as a direct competitor to the local pay-tv providers, at least not until Netflix invests in Greek original productions. Market executives’ reactions confirm the importance of Netflix arrival in local markets, as new digital media is shaping the relations within the pay-tv industries globally. This thesis contributes to the existing literature on branding strategies used by Netflix when entering diverse markets. Moreover, the study provides insightful information on Netflix’s presence in small national markets, while investigating the use of Instagram for branding purposes.