This article aims to analyse how Netflix uses social media to generate a dialogue between the local and transnational layers of television, to position its brand and curate content in domestic markets. Within the frame of transnationalism, a cross-cultural comparative study has been conducted in three different local European markets: the United Kingdom, Spain and the Nordic region. The results show the negotiation between transnationalisation and the needs of local cultural distinctiveness through language adaptation, emphasis on in-house original US flagship productions, the overrepresentation of original local content and use of cultural references at different levels.

本文旨在分析 Netflix 如何使用社交媒体在本地和跨国电视层之间产生对话，以在国内市场定位其品牌和策划内容。在跨国主义的框架内，在三个不同的欧洲当地市场进行了跨文化比较研究：英国、西班牙和北欧地区。结果显示了跨国化与通过语言适应、强调内部原创美国旗舰产品、过度代表原始本地内容以及在不同层面使用文化参考来满足当地文化独特性需求之间的协商。