Streaming difference(s): Netflix and the branding of diversity

Netflix’s first diversity report shows that the streamer is outpacing the global entertainment industry with regards to inclusion and representation. With this report, Netflix commits to being the benchmark of an industry often criticized for its lack of diversity. This article argues that such emphasis on diversity is key to the streamer’s expansion. Based on a thematic analysis of Netflix’s press releases (N=800), this articles focuses on how the streamer uses its branding of diversity to generate a transnational appeal. Outlining four branding strategies deployed by Netflix, this contribution examines the specific circulation(s) of power exerted by the streamer.