Branding diversity: On the corporate and cultural strategy at the heart of Netflix’s global expansion

Asmar, A. (Speaker), Van Audenhove, L. (Contributor), Raats, T. (Contributor)

Activiteit: Talk or presentation at a workshop/seminar


In 2021, Netflix released its first-of-a-kind diversity and inclusion study analysing the makeup of Netflix’s on-screen talent, as well as the behind-the-camera creators, producers, writers, and directors for content released during 2018 and 2019. With this report, Netflix purposefully wants to set itself as the benchmark of an industry increasingly under fire for its lack of diversity and inclusion. This presentation looks at the branding strategy of Netflix and argues that Netflix’s corporate emphasis on diversity and inclusion is a key apparatus to its global expansion, and to the strengthening of its foothold in global markets. Therefore, this presentation first analyses how this branding strategy is being deployed in various markets; second, it opens up critical questions as to the potential consequences of this strategy for a) local creative industries and b) local (young) audiences in their relations to cultural identity and legacy media.
Periode3 jun 2021
EvenementstitelA decade of Netflix in Europe: Lessons from a small media market
LocatieBrussels, Belgium
Mate van erkenningInternational