vestreaВестник Российского экономического университета имени Г. В. ПлехановаVestnik of the Plekhanov Russian University of Economics2413-28292587-9251Plekhanov Russian University of Economics10.21686/2413-2829-2020-3-145-156vestrea-876Research ArticleМАРКЕТИНГ, ЛОГИСТИКА, СФЕРА УСЛУГMARKETING, LOGISTICS, SERVICE SECTORБизнес-модель компании Netflix: экономическое и социокультурное значениеBusiness Model: Economic Value and Sociocultural ImpactПаксютовГ. Д.PaksiutovG. D.

Георгий Давидович Паксютов – аспирант кафедры международных экономических отношений стран Азии и Африки

125009, Москва, ул. Моховая, д. 11/1

Georgii D. Paksiutov – Post-Graduate Student of the Department for International Economic Relations of Asian and African Countries

11/1 Mokhovaya Str., Moscow, 125009

gpaksyutov@mail.ruМосковский государственный университет имени М. В. ЛомоносоваРоссияLomonosov Moscow State UniversityRussian Federation20201305202003145156Copyright © Паксютов Г.Д., 20202020Паксютов Г.Д.Paksiutov G.D.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vest.rea.ru/jour/article/view/876

В статье рассмотрены причины экономического успеха компании Netflix. Отмечается, что растущая популярность Netflix является примером процессов дигитализации и глобализации, характерных для современных культурных отраслей. Среди основных причин экономического успеха Netflix выделяются эффективная автоматическая система рекомендаций и высокая степень вертикальной интеграции – объединение сервисом всех этапов кинобизнеса: от решения о производстве контента до его показа конечному зрителю. Рассмотрено влияние компании Netflix на практику потребления фильмов в цифровую эпоху, причем отмечается, что используемые сервисом автоматическая система рекомендаций и алгоритмы оптимизации поиска могут представлять угрозу свободному выбору потребителей. Успех Netflix рассматривается с точки зрения несимметричного влияния Запада на мировую культуру. Автор приходит к выводу, что модель Netflix как пример растущей коммерциализации культурных отраслей, коммодификации культуры несет в себе определенные риски эстетического и культурного характера. Вместе с тем она показывает экономическую целесообразность. Для минимизации связанных с ней социокультурных рисков важно сохранить разнообразие форм культурного производства и потребления, в чем значительную роль может сыграть государство.

The article examines the reasons for Netflix's economic success. It is noted that Netflix's growing popularity is an example of the processes of digitization and globalization characteristic of modern cultural industries. Among the main reasons for Netflix's economic success are an effective automatic system of recommendations and a high degree of vertical integration – a combination of the service of all stages of the film business: from the decision to produce content to its display to final consumer. The impact of Netflix on the practice of consuming films in the digital age has been considered, noting that the automatic system of recommendations used by the service and algorithms of search optimization can pose a threat to the free choice of consumers. Netflix's success is seen in terms of the West's unsymmetrical influence on global culture. The author concludes that Netflix's model is an example of the growing commercialization of cultural industries, the commodification of culture and carries certain risks of an aesthetic and cultural nature. However, it shows economic feasibility. For minimization of the related sociocultural risks it is important to keep alive a variety of forms of cultural production and consumption – a task in which the state can play a significant role.

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The authors declare that there are no conflicts of interest present.