Loved everywhere?: Netflix’s top 10 and the popularity of geographically diverse content

Abstract

Using Netflix’s weekly Global Top 10 lists for English-language and non-English-language series and films, this article highlights some of the ways in which the world’s most popular streaming platform misrepresents both the production and consumption of its most popular geographically diverse global content. First, the Global Top 10 lists create a series of false equivalencies between the popularity of English-language and non-English-language content that mask the difference in production budgets between the two categories. Second, Netflix’s publicized data isolates the global audience distribution of non-English-language content from other economic, technological, cultural, and political factors affecting local media ecosystems as demonstrated through an analysis of South Korea. Third, in failing to account for genre-related differences, the Global Top 10 lists distorts audience behavior in the Ibero-American region. Despite the variety of limitations presented by the incomplete audience data from Global Top 10 lists, when properly contextualized with recent academic research and economic information extracted from the specialized trade press publications, this article argues that the relationship between global streaming audiences and geographically diverse content is far more complex than it appears in the Netflix’s industrial discourses.