The Illusion of Choice: Parallels between the Home Cinema Industry of the 1980s and Modern Streaming Services

Abstract

The article will go on to explore how the sudden emergence of home cinema in the 1980s allowed viewers to explore films, genres, filmmakers and content that is often referred to as „world cinema‟ that they may have otherwise been unaware of. It will be argued that streaming services have the same potential to expose viewers to a wide variety of content, but this potential may not be being fulfilled, as it is not in the best interests of streaming services to have viewers searching through unfamiliar territory. Furthermore, the article will look into how advanced algorithms keep customers‟ viewing experience familiar and enjoyable, effectively crippling the opportunity for viewers to stumble across content outside of their defined comfort zones.