Today’s global digital environment challenges how media content is created, produced, distributed, and consumed, playing an increasingly important role in the construction of cultural identities. In light of the rise of globally distributed video-on-demand (VOD) services, the effectiveness of current media policy in protecting cultural diversity warrants assessment.
The European Union’s (EU) Audiovisual Media Services Directive, which aims to promote the production and distribution of European works on VOD services, came into force in September 2020. This project uses a case study of Netflix in the Netherlands to generate an empirically based understanding of the promotion of European cultural diversity in VOD. In particular, it seeks to answer how the supply-side regulation of European works impacts the European operations of global VOD services and, by extension, European cultural production.
The issues under consideration are at the intersection of the unique cultural, industrial, and regulatory dynamics of the EU within a global digital context. As such, the project will be researched by an interdisciplinary team from four different faculties (Humanities, Law, Social Sciences, and Business) using an innovative mixed-methods approach combining legal doctrinal analysis, quantitative and qualitative research, and content analysis.
Daphne Idiz is a Ph.D. candidate at the Amsterdam School for Cultural Analysis. Her research focuses on the transformations occurring to European cultural production practices resulting from the expansion of global streaming services.
Kristina Irion is Assistant Professor at the Institute for Information Law. Her research focuses on the governance of transnational digital technologies and global data value chains from the perspective of European law and international economic law.
Rens Vliegenthart is a Professor for Media and Society and the scientific director at the Amsterdam School of Communication Research. His research focuses on the production and effects of media content.
Joris Ebbers is an Associate Professor of Entrepreneurship and Innovation at the University of Amsterdam Business School. His research interests include entrepreneurship, social networks, and organization.
As part of this GDC-funded project, Daphne Idiz has published the blogpost "Cultural Diversity in the Age of Global Digital Media: The Case of Netflix in the Netherlands". Read the full text here.