Glocal Streaming Media Production

This book explores how Netflix and Tencent Video (WeTV) engage in localised streaming content production in Australia and Thailand, respectively, while also examining their broader cultural expansion strategies and international regulation. It provides readers with an overview of how streaming platforms influence global content production and dissemination. Through a comparative analysis of these two leading services, the book highlights their “glocal” strategies, combining both Western and non-Western perspectives and case studies. Specifically, Netflix has employed an internationalist strategy, claiming to “sell the world to the world” by investing in original productions from non-American markets and presenting them to a global audience. On the other hand, WeTV, the international version of a Chinese media brand, adapted to suit its intellectual property (IP)-centred economy and media synergy within the “pan-entertainment” ecosystem. The findings complement, challenge, and contribute to ongoing debates around cultural imperialism and potential future templates of “global media” in the streaming media era. The primary audience for this book includes academic libraries, scholars, streaming industry stakeholders, and policymakers. It will appeal to readers across several fields, including those interested in digital media and cultural studies, platform studies, television studies, transnational media industries and markets, and critical political economy.