The ‘UK blueprint’ Netflix Canada is preparing to follow

The UK blueprint for Netflix has been successful, to the point where Netflix Canada is now preparing to follow it. So what is it, and what’s behind its success?

LOCALISATION IS IMPORTANT, not just for localised platforms, but international ones too. By tailoring content and marketing to the preferences and culture of a specific region, it’s far easier to engage with audiences effectively, building stronger loyalty that then results in higher retention and increased revenue.

Sometimes, it’s even a necessity. Look at the iGaming industry, for instance. Because they have to adapt to different jurisdictions, an online casino will inevitably localise to gamer tastes, offering games and promotions that resonate with local players while complying with regional regulations.

Elsewhere in the digital entertainment industry, it’s not so much a necessity as it is a competitive advantage, and that brings us neatly to Netflix and the streaming industry as a whole. Does Netflix have to adapt to different jurisdictions? Not in the same way that online casinos do, but that doesn’t mean localisation isn’t crucial for their success.

Netflix must still consider regional tastes, cultural nuances, and even viewing habits when creating or promoting content in different countries, and that’s why Netflix Canada is preparing to do just this, taking notes from another market’s blueprint to adapt its content strategy efficiently.

The blueprint in question belongs to the UK, and it’s the same blueprint that has been elevating its streaming market over the last few years.

What is the UK Blueprint?

There are many levels to it, of course. At its core, the UK blueprint involves a local-to-global content strategy: producing original content that resonates with local audiences while remaining appealing to international viewers.

One of the ways it has done this is through a substantial investment in the UK creative economy. Since 2020, Netflix has invested almost $6 billion in the UK, making the UK a production hub for the company, with numerous studios and a strong local production ecosystem.

Marketing has also played a big role. In the UK, each campaign is tailored to reflect local tastes and cultural trends, using data-driven insights to promote content that is most likely to resonate with regional audiences. While in the US, for instance, a solid marketing campaign in 2025 would have involved pushing shows like Zero Day and With Love, Meghan, in the UK, it was shows like Baby Reindeer and Bridgerton.

There’s a fair bit of ‘dual impact’ going on, of course. Baby Reindeer, Bridgerton, Fool Me Once, and The Gentlemen are all UK-oriented and yet accounted for over 360 million views globally. In other words, just because they are UK-based and bolstered by local advertising campaigns, it doesn’t mean their appeal is limited to the UK audience.

But Netflix’s strategy demonstrates how you can get the best of both worlds, designing shows and movies that are more likely to work well in a specific region, yet also have the power to resonate globally when paired with smart storytelling and themes that translate across cultures.

Netflix Canada Preparing to Follow

Netflix Canada will be attempting to replicate this. According to recent reports, Netflix has been investing in Canada between 2021 and 2024, with $6.5 billion in local productions and infrastructure, including a permanent production presence in Toronto and Vancouver.

There’s also been a $25 million investment for French-language content, and that brings us back onto our last point about dual impact. Because French is spoken in numerous countries around the world, investing in French-language content does more than engage local Canadian audiences – it also serves as a strategic move to reach global viewers.

By producing high-quality French-language originals, Netflix Canada can strengthen domestic engagement while simultaneously creating content with international appeal, expanding its reach to Francophone markets in Europe, Africa, and beyond.

It all comes back to the UK blueprint, however. With this region demonstrating the power of local strategies and audience engagement, Netflix Canada has a specific rulebook to follow – and they undoubtedly will as investment grows and production capabilities expand.