Dive Brief: 

• Netflix, which has set a 2016 goal for going global, is reportedly in talks with Chinese media companies to expand its streaming video service and inventory to China -- a market expected to triple to 90 billion yuan by 2018. 
• AdAge reports several discussions have already occured with Wasu Media Holding Co. about forming a partnership, as Netflix looks for a local partnership to help it navigate strict Chinese controls over online content. furthering Netflix's goal of being nearly global by 2016. 
• Netflix wants a partner with licenses on all devices including mobile, desktop and set-top boxes.

Dive Insight:

Partnering with a local company, as it did in France, has helped it with both its global expansion goals, but also in navigating the international regulation terrain. With China's strict licensing rules and restrictions, it's critical that Netflix choose the right partner to break into the market. Forming relationships with local Chinese marketers would also likely help boost promotion for Netflix in China.