Friction in the Netflix machine: How screen workers interact with streaming data

Abstract

Data-driven streamers like Netflix and Amazon Prime Video have expanded into the European screen landscape with a significant appetite for locally produced content. These players leverage advanced data analytics to gain deep customer insights, but they prefer to keep a lid on their algorithmic operations. This article examines how screen workers interact with streaming data despite widespread secrecy. Drawing on interviews and an interface ethnography, I explore the ways these workers access, sense, generate and resist streaming data throughout their creative process. As such, the article provides a framework for understanding the subtle and sometimes contradictory ways that screen workers engage with such data practices. I also demonstrate how researchers can circumvent and lower barriers to access in an industry marked by data secrecy. As a result, this article contributes to discussions about the datafication of cultural production, and it does so with novel insights from the European screen context.