Cited by 1Legal Systems and InstitutionsMedia and Digital CommunicationCinema and Media Studies

Impact of streaming platforms on the homogenization and diversification of tastes on a global scale

Open access
Rúa Sánchez, Luis·2024·Global Digital Culture & Communication

Abstract

The growth of digital streaming platforms has profoundly transformed patterns of cultural consumption on a global scale. On-demand video and music services have facilitated access to a wide diversity of audiovisual content, reducing the geographical and linguistic barriers that historically limited cultural circulation. However, academic literature has highlighted a central debate: while some studies argue that these platforms promote cultural diversification through exposure to international content, others contend that they contribute to the homogenization of cultural tastes by privileging dominant content and recommendation algorithms based on popularity. The objective of this study is to analyze the impact of streaming platforms on the shaping of global cultural preferences, simultaneously evaluating the processes of homogenization and diversification. Methodologically, a mixed approach was developed combining bibliometric analysis of literature indexed in Scopus, content analysis of streaming platform catalogs, and a comparative model of cultural consumption in different regions. The results indicate that streaming platforms generate a dual phenomenon: on one hand, they facilitate the global dissemination of dominant productions, especially those from consolidated cultural industries; on the other, they expand access to local and regional content, promoting processes of "cultural glocalization." The findings suggest that the platforms' recommendation algorithms and original production strategies play a key role in shaping these processes. In conclusion, streaming does not produce solely cultural homogenization nor absolute diversification, but rather a hybrid reconfiguration of the global cultural ecosystem characterized by the coexistence of global trends and specialized cultural niches.

AI snapshot

Written from the paper’s full text.

TL;DR

This study argues that streaming platforms drive neither pure cultural homogenization nor absolute diversification, but a hybrid "glocalized" reconfiguration of global cultural tastes. Combining a Scopus literature review, catalog analysis of five platforms, and cross-regional consumption data, it finds persistent North American dominance alongside rising consumption diversity and local production growth.

Key findings

  • Platform catalogs remain concentrated in consolidated cultural industries: North America accounts for 38% of catalog content, followed by Europe (21%), Asia (18%), Latin America (14%), Africa (5%), and Oceania (4%).
  • Cultural consumption diversity rose steadily, from an average of 3 countries of origin consumed per user in 2016 to 11 in 2024 (5 in 2018, 7 in 2020, 9 in 2022).
  • Algorithmic recommendation is the largest influence on consumption decisions at 45%, ahead of global trends/rankings (30%) and social recommendations (25%); the paper states "almost half of cultural consumption decisions" are algorithmically influenced.
  • Local (non-US) original productions on major platforms grew from 45 in 2016 to 610 in 2024 (120 in 2018, 260 in 2020, 420 in 2022), which the paper reads as decentralized production strategy and cultural glocalization.

Methods

  • Mixed-methods design in three phases: a systematic literature review, a comparative analysis of platform content catalogs, and an analysis of cross-regional cultural consumption patterns.
  • Phase 1 searched Scopus using keywords including streaming platforms, digital media consumption, cultural globalization, cultural diversity, algorithmic recommendation, and global media industries, selecting 120 articles published 2015–2024 for thematic content analysis.
  • Phase 2 compared catalogs of five internationally present platforms (Netflix, Spotify, Amazon Prime Video, Disney+, YouTube) on geographical origin, thematic/genre diversity, and regional original production; Phase 3 used digital cultural consumption reports, content rankings, and industry reports, analyzed via bibliometric analysis, content analysis, and descriptive statistics (frequencies, percentages, cross-regional comparisons), with triangulation for validation.

Limitations

  • Stated by the paper: restricted access to proprietary data on platform recommendation algorithms and user behavior; reliance on aggregate geographical data for cultural diversity analysis; and the rapid evolution of the digital ecosystem, requiring longitudinal studies.
  • Evident from the text: results are reported only descriptively (frequencies, percentages, cross-regional comparisons) with no inferential testing; the catalog analysis date and coding procedures are not fully specified; and the study does not examine audience reception, which the authors themselves flag as a direction for future research.

Model-written summary. Check it against the paper before relying on it.

Integrity signals

Registry

Crossref · 10.65835/gdcc.2024.1.6

Cites

0 citation errors · 0 not checkable

Statistics

Nothing to recompute.

Claims the paper makes

0 of 17 cited sources checked · 0 supported · 0 flagged

  • Findingcitation

    Content from North America, particularly the United States, continues to dominate platform catalogs.

    “Content from North America, particularly the United States, continues to dominate platform catalogs”
    Quote in the paperSubstantial claim
  • Findingreasoning

    Recommendation systems have a significant impact on the way users discover new cultural content.

    “These systems have a significant impact on the way users discover new cultural content.”
    Quote in the paperSubstantial claim
    • Rests on an assumption: Streaming platforms use advanced algorithmic systems that analyze user behavior in order to predict their preferences and suggest relevant content.
  • Findingreasoning

    Streaming platforms have expanded exposure to content from different world regions.

    “At the same time, streaming platforms have expanded exposure to content from different 2024; 1: 6 world regions.”
    Quote in the paperSubstantial claim
  • Findingown data

    There is a growing presence of productions from Asia and Latin America in streaming catalogs, indicating a trend towards greater geographical plurality in the available cultural offering.

    “However, a growing presence of productions from Asia and Latin America is also observed, indicating a trend towards greater geographical plurality in the available cultural offering.”
    Quote in the paperSubstantial claim
  • Findingreasoning

    Cultural industries from regions with greater economic and technological development continue to dominate international production and circulation, reflecting persistent historical asymmetries in cultural power.

    “Cultural industries from regions with greater economic and technological development continue to dominate international production and circulation, reflecting persistent historical asymmetries in cultural power.”
    Quote in the paperSubstantial claim
  • May combine two claims. 13
  • Classified as probably not a substantial claim. 9
  • The quote only partly states this claim. 1
  • May combine two claims.

    Findingown data

    Although streaming platforms show greater geographical diversity compared to traditional media distribution systems, content from regions with consolidated cultural industries still has a strong presence.

    “although there is greater geographical diversity compared to traditional media distribution systems, a strong presence of content from regions with consolidated 2024; 1: 6 cultural industries is still observed”
    Quote in the paperSubstantial claim
  • Probably not a substantial claim: may not pass S4 (based). May combine two claims.

    Findingreasoning

    Many local productions have achieved great international popularity, suggesting that digital platforms can facilitate the global circulation of diverse cultural narratives.

    “Furthermore, many of these local productions have managed to achieve great international popularity, suggesting that digital platforms can facilitate the global circulation of diverse cultural narratives.”
    Quote in the paperNot a substantial claim
  • The quote only partly states this claim.

    Findingown data

    The average number of countries of origin of content consumed per user increased progressively from 3 in 2016 to 11 in 2024.

    “| 2016 | 3 |”
    • Also stated in: § 5 Conclusions · plain
      “| 2024 | 11 |”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Interpretationreasoning

    Recommendation algorithms play a central role as cultural intermediaries, simultaneously generating dynamics of both diversification and concentration: they enable discovery of diverse content while reinforcing mass popularity patterns.

    “Recommendation algorithms play a central role as cultural intermediaries, simultaneously generating dynamics of both diversification and concentration: they enable discovery of diverse content while reinforcing mass popularity patterns.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: Streaming platforms use advanced algorithmic systems that analyze user behavior in order to predict their preferences and suggest relevant content.
  • Probably not a substantial claim: may not pass S4 (based).

    Interpretationreasoning

    Extensive digital catalogs, unconstrained by linear programming or physical space limitations, facilitate access to international productions.

    “Extensive digital catalogs, unconstrained by linear programming or physical space limitations, facilitate access to international productions.”
    Quote in the paperNot a substantial claim
  • May combine two claims.

    Premisecitation

    Recent evidence indicates that streaming has facilitated the internationalization of cultural productions that previously had limited reach beyond their national markets, such as series from South Korea, Spain, or Germany, suggesting greater plurality of cultural voices in the global media system.

    “Recent evidence indicates that streaming has facilitated the internationalization of cultural productions that previously had limited reach beyond their national markets, such as series from South Korea, Spain, or Germany”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Curtin, 2017

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • May combine two claims.

    Premisecitation

    Streaming platforms manage large volumes of user data and develop recommendation systems that personalize cultural consumption, giving rise to algorithmic curation.

    “These platforms manage large volumes of user data and develop recommendation systems that personalize the cultural consumption experience, giving rise to processes of algorithmic curation”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Napoli, 2019

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • May combine two claims.

    Premisecitation

    Digital platforms are not constrained by physical space or broadcast time limitations, allowing them to offer considerably broader and more varied catalogs than traditional distribution systems.

    “digital platforms are not constrained by physical space or broadcast time limitations, allowing them to offer considerably broader and more varied catalogs”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Anderson, 2006

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • May combine two claims.

    Interpretationnone given

    With nearly half of consumption decisions influenced by algorithmic suggestions, these systems act as new cultural intermediaries.

    “With nearly half of consumption decisions influenced by algorithmic suggestions, these systems act as new cultural intermediaries.”
    Quote in the paperNot a substantial claim
    • Rests on an assumption: Streaming platforms use advanced algorithmic systems that analyze user behavior in order to predict their preferences and suggest relevant content.
  • Probably not a substantial claim: may not pass S2 (checkable).

    Interpretationreasoning

    This hybridity constitutes the defining feature of contemporary cultural globalization in the platform era.

    “This hybridity constitutes the defining feature of contemporary cultural globalization in the platform era.”
    Quote in the paperNot a substantial claim
  • May combine two claims.

    Interpretationreasoning

    The cultural impact of streaming cannot be reduced to a simple opposition between homogenization and diversification; the contemporary media ecosystem is evolving toward a hybrid model characterized by the coexistence of dominant global trends, diverse cultural niches, and new forms of algorithmic mediation.

    “the contemporary media ecosystem is evolving toward a hybrid model characterized by the coexistence of dominant global trends, diverse cultural niches, and new forms of algorithmic mediation.”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Interpretationreasoning

    The shift to on-demand models has increased audience autonomy but also intensified fragmentation, with cultural consumption now distributed among multiple niche communities rather than concentrated around shared national content.

    “This has increased audience autonomy but also intensified fragmentation, with cultural consumption now distributed among multiple niche communities rather than concentrated around shared national content.”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Interpretationreasoning

    Streaming does not produce solely cultural homogenization nor absolute diversification, but rather a hybrid reconfiguration of the global cultural ecosystem characterized by the coexistence of global trends and specialized cultural niches.

    “Ultimately, streaming does not produce solely cultural homogenization nor absolute diversification, but rather a hybrid reconfiguration of the global cultural ecosystem characterized by the coexistence of global trends and specialized cultural niches.”
    Quote in the paperNot a substantial claim
  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    This ambivalence has been identified in previous research on algorithmic gatekeeping.

    “This ambivalence has been identified in previous research on algorithmic gatekeeping (Gillespie, 2018;Napoli, 2019).”
    Quote in the paperNot a substantial claim0 of 2 sources checked
    • cites Gillespie, 2018

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

    • cites Napoli, 2019

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • May combine two claims.

    Interpretationreasoning

    This results in cultural hybridization rather than absolute diversity, as local productions often adopt dominant international formats.

    “This results in cultural hybridization rather than absolute diversity, as local productions often adopt dominant international formats.”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Interpretationown data

    Streaming platforms have transformed cultural distribution by reducing geographical and economic barriers, granting audiences access to greater cultural diversity than traditional media systems allowed.

    “The study confirms that streaming platforms have transformed cultural distribution by reducing geographical and economic barriers, granting audiences access to greater cultural diversity than traditional media systems allowed.”
    Quote in the paperSubstantial claim
  • May combine two claims.

    Interpretationreasoning

    Streaming platforms function simultaneously as agents of both cultural concentration and cultural democratization, depending on the specific dynamics of production, distribution, and consumption in each context.

    “This hybridity suggests that streaming platforms function simultaneously as agents of both cultural concentration and cultural democratization, depending on the specific dynamics of production, distribution, and consumption in each context.”
    Quote in the paperSubstantial claim
  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Premisecitation

    The emergence of streaming platforms responds to a broader structural transformation of the media ecosystem associated with digitalization and the rise of the platform economy, characterized by digital infrastructures facilitating interaction through algorithmic intermediation.

    “The emergence of these platforms responds to a broader process of structural transformation of the media ecosystem associated with digitalization and the rise of the platform economy”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Poell, Nieborg & Van Dijck, 2019

      Couldn’t be matched to a paper in Crossref, so it can’t be checked.

  • Probably not a substantial claim: may not pass S2 (checkable).

    Interpretationreasoning

    The dual role of algorithms constitutes a central tension in understanding the cultural impact of platforms.

    “The dual role of algorithms constitutes a central tension in understanding the cultural impact of platforms.”
    Quote in the paperNot a substantial claim
  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Study design and conductnone given

    To ensure methodological rigor, the study used validation strategies including triangulation of methods, selection of Scopus-indexed literature, and use of data from international media consumption reports.

    “To ensure methodological rigor, validation strategies included triangulation of methods, selection of Scopus-indexed literature, and use of data from international media consumption reports.”
    Quote in the paperNot a substantial claim
  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Study design and conductreasoning

    Access to detailed data on platform recommendation algorithms was restricted due to their proprietary nature.

    “restricted access to detailed data on platform recommendation algorithms due to their proprietary nature”
    Quote in the paperNot a substantial claim
  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Study design and conductnone given

    The analysis of cultural diversity relied on aggregate geographical data.

    “the reliance on aggregate geographical data for cultural diversity analysis”
    Quote in the paperNot a substantial claim
22 of 22
  • The paper relies on this without support.

    Digitalization of media distribution has substantially reduced the costs associated with the international circulation of cultural content.

    “First, the digitalization of media distribution has substantially reduced the costs associated with the international circulation of cultural content, enabling productions that were previously confined to their national markets to reach global audiences.”
  • The paper relies on this without support.

    Streaming platforms have developed sophisticated subtitling and dubbing systems that allow content to be adapted to diverse linguistic contexts.

    “Second, streaming platforms have developed sophisticated subtitling and dubbing systems that 2024; 1: 6 allow content to be adapted to diverse linguistic contexts, thereby facilitating its consumption across international markets.”
  • The paper relies on this without support.

    Algorithmic recommendation strategies employed by platforms may expose users to content from different regions, potentially expanding their cultural horizons.

    “Third, algorithmic recommendation strategies employed by platforms may expose users to content from different regions, potentially expanding their cultural horizons.”
  • The paper relies on this without support.

    Streaming platforms use advanced algorithmic systems that analyze user behavior in order to predict their preferences and suggest relevant content.

    “Streaming platforms use advanced algorithmic systems that analyze user behavior in order to predict their preferences and suggest relevant content.”
4 of 4

Cites

The publisher hasn’t deposited this paper’s reference list.

Research works printed but not linked: 11

  1. Alex-Omiogbemi, O., Sule, A., & Kokogho, M. (2024). Global streaming platforms and cul- tural exchange in the digital era. International Journal of Applied Research in Social Sciences.
  2. Albornoz, L., & Krakowiak, M. (2024). Streaming giants and local media ecosystems: A global value chain analysis. Journal of Communication.
  3. Appadurai, A. (1996). Modernity at large: Cultural dimensions of globalization. University of ISSN: 3151-8168 2024; 1: 6 Minnesota Press.
  4. Cunningham, S., & Craig, D. (2019). Social media entertainment: The new intersection of Hollywood and Silicon Valley. New York University Press.
  5. Curtin, M. (2017). Media capital and the global circulation of content. In T. Havens & A. Lotz (Eds.), Understanding media industries (2nd ed., pp. 143-160). Oxford University Press.
  6. Gillespie, T. (2018). Custodians of the internet: Platforms, content moderation, and the hidden decisions that shape social media. Yale University Press.
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  8. Napoli, P. M. (2019). Social media and the public interest: Media regulation in the disinforma- tion age. Columbia University Press.
  9. Pedro, J. (2022). Cultural glocalisation in the era of video on demand. Visual Review.
  10. Poell, T., Nieborg, D., & Van Dijck, J. (2019). Platformization. Internet Policy Review, 8(4), 1-13.
  11. Schiller, H. I. (1976). Communication and cultural domination. International Arts and Sciences Press.

Authors
Rúa Sánchez, L.
Venue
Global Digital Culture & Communication
Published
2024-08-12
Volume
1
Pages
6
ISSN
3151-8168 (ISSN-L)
OpenAlex
W7162199203
Cited by
1
References
0
Citations by year
2026: 1
FWCI
0.34
Type
journal article
Language
en
Open access
Locations
Global Digital Culture & Communication (publishedVersion, cc-by)
Topics
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Legal Systems and Institutions
  • Physical Sciences › Computer Science › Computer Networks and Communications › Media and Digital Communication
  • Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › Cinema and Media Studies
Keywords
streaming services, cultural homogenization, cultural diversification, cultural consumption, recommendation algorithms, original content production, video on demand, music streaming, cultural industries, regional content

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