Platforma Netflix a její vliv na globální úspěch jihokorejských seriálů

This bachelor’s thesis examines the role of the Netflix streaming platform in the global expansion of South Korean series since the platform’s entry into the South Korean market in 2016. The aim of this thesis is to determine how Netflix has transformed the model of international distribution and production of South Korean TV series, to evaluate the direct and indirect economic benefits, and to identify the risks and opportunities arising from this collaboration. The analysis is based on Netflix’s annual reports, industry data from KOCCA, KOFICE, the Bank of Korea, and academic literature. The first chapter defines the South Korean series industry within the context of Hallyu and its four developmental phases, outlines the legislative and statistical classification of the sector, and characterizes the typology of OTT platform models and their production financing strategies. The second chapter analyzes Netflix’s strategy for entering the Korean market, its production model, and its competitive position relative to both global and domestic platforms, using the series Squid Game as a concrete illustration. The third chapter evaluates direct economic impacts, including growth in export revenues for the broadcasting sector and Netflix’s foreign direct investment, as well as indirect impacts such as tourism, consumer goods exports, and South Korea’s soft power.