The “Netflix effect” revisited: OTT video, media globalization and digital sovereignty in 4 countries

This article examines the interplay between the ‘Netflix effect’ of media globalisation and the reassertion of ‘digital sovereignty’ through national competition, content, and industrial policy. Taking a case study approach the study is based on analysis of laws, codes and policy documents along with expert interviews and secondary data. The study finds that whilst OTT video has undermined revenues and audiences for national broadcasters in all the countries studied, there are differences in the nature of the impact and the response. Policymakers are reasserting digital sovereignty using a variety of broadcasting policy tools. All the countries feature policies including protection of domestic producers, consumers and public service media as well as competition law-based interventions. In some countries such as Australia and the UK, public service media protections have been updated. In others, such as Japan and Korea, policy has focused more on promotion of domestic content exports abroad. The article closes with discussion of the wider significance of these developments for media globalisation, soft power and digital sovereignty.