Digitalisasi Industri Perfilman Korea Selatan Melalui Netflix Sebagai Alternatif Pasar Ekspor Film

Faradina Tshania Laily; Adiasri Putri Purbantina

doi:10.33021/exp.v4i2.1494

Digitalisasi Industri Perfilman Korea Selatan Melalui Netflix Sebagai Alternatif Pasar Ekspor Film

Faradina Tshania Laily, Adiasri Putri Purbantina

Abstract

The global pandemic COVID-19 threatens both global health and the global economy, including the film industry. Throughout 2020, the international movie industry experienced a significant market decline due to various social distancing measurements. South Korea, enjoying its cultural export boom (e.g., Korean drama, Korean film), is not an exception. South Korean film industry experienced a sharp decline in their sales and revenue. The challenges from COVID-19 to the global film industry led to a market transformation, especially regarding global film distributions. Netflix, an online streaming platform, becomes one of the key players within this phenomenon. This paper employs a qualitative method to analyze the South Korean film industry's export strategy transformation through Netflix.[AE1] The paper found that South Korean film industries experienced a 13,3 % increase in exports in 2020, with 975 movies. There is increasing consumer interest in South Korean culture, actors, and stories as more Korean movies are accessible through Netflix.

Keywords

Industri Perfilman; Korea Selatan; Ekspor Budaya; Pandemi COVID-19; Transformasi Pemasaran; Netflix

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DOI: http://dx.doi.org/10.33021/exp.v4i2.1494