넷플릭스의 경쟁 전략: 네트워크 효과, 콘텐츠 재판매, 오리지널 콘텐츠의 전략적 조합
Netflix’s Competitive Strategy: Strategic Combination of Network Effects, Contents Reselling and Original Contents
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넷플릭스는 미디어 산업의 일대 혁신을 가져온 전 세계 1위의 디지털 OTT (Over-the-Top) 서비스 기업이다. 넷플릭스는 영화, 드라마, 다큐멘터리 등의 고품질 영상 콘텐츠를 디지털 기반의 인터페이스를 통해 전 세계 약 2억 명의 월정액 구독자에게 제공하고 있다. 넷플릭스는 OTT 서비스 사업 초기에 내부 빅데이터 분석 역량을 토대로 구독자 전체 규모가 증가할수록 정밀도가 높아지는 디지털 콘텐츠 큐레이션 서비스를 제공함으로써 직접 네트워크 효과를 창출하고 외부 콘텐츠 제작자로부터 양질의 콘텐츠를 대량으로 공급받아 구독자에게 재판매함으로써 조기에 OTT 서비스를 시장에 안착시킬 수 있었다. 넷플릭스는 외부 콘텐츠 제작자의 과도한 저작권료 인상 요구에 직면하면서 사업 운영의 근본적 위기에 처하게 되었으나 전략적으로 후방 통합을 실시하여 OTT 서비스 사업자 겸 콘텐츠 제작자로 비즈니스 모델을 전환하였다. 넷플릭스는 내부 빅데이터 분석 결과를 토대로 구독자 맞춤형 오리지널 콘텐츠를 제작, 독점 배급함으로써 상업적으로 큰 성공을 거두었으며 오리지널 콘텐츠를 해외 시장에 빠르게 이전함으로써 기하급수적 속도의 글로벌화에도 성공하였다. 하지만 이와 같은 후방 통합 전략은 외부 콘텐츠 제작자의 전방 통합을 촉진하는 등 기업 성과에 ‘양날의 검’으로 작용하였으며 넷플릭스는 경쟁 우위 유지를 위해 장기적 관점에서 양면 시장 플랫폼 도입과 같은 전략적 대안을 고려할 필요가 있다. 디지털 전환의 시대에 넷플릭스 성공 사례는 디지털 서비스 기업의 경쟁 전략 수립과 실행에 대해 통합적 시사점을 제공한다.
Abstract
Netflix is the world's No. 1 digital over-the-top (OTT) service provider that revolutionized the media industry. Netflix provides high-quality video contents such as movies, dramas, and documentaries to about 200 million monthly subscribers worldwide through a digital-based interface. From the beginning of the OTT service business, Netflix created a direct network effect by providing a digital content curation service that increases in precision as the total number of subscribers increases based on internal big data analysis capabilities. In addition, Netflix was able to settle the OTT service in the market early by licensing a large amount of high-quality contents from external content producers and reselling it to subscribers. Netflix subsequently faced a fundamental crisis in business operations while facing excessive demand for royalty increases by external content producers, but strategically implemented backward integration to transform the business model into an OTT service provider and content producer. Based on the results of internal big data analysis, Netflix succeeded in commercial success by producing and exclusively distributing original contents customized for Netflix’s subscribers, and also succeeded in globalizing at the exponential speed by rapidly transferring original contents to overseas markets. However, Netflix's backward integration strategy poses a risk of "double-edged sword" effect to corporate performance, such as promoting forward integration of external content creators, so it is necessary to consider strategic alternatives such as implementing a platform business model based on two-sided markets from a long-term perspective. The Netflix case provides integrated implications for establishing and implementing a competitive strategy for digital service companies in this age of digital transformation.
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