Globalisation and Media Industries in the Streaming Era: A Comparative Analysis of Netflix and Tencent Video
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Type
ThesisThesis type
Doctor of PhilosophyAuthor/s
Tang, WenjiaAbstract
The rise of global streaming media has significantly reshaped international long-form video production and distribution. Today, international corporations commission content for local domestic markets, while also distributing diverse content to a global audience via streaming ...
See moreThe rise of global streaming media has significantly reshaped international long-form video production and distribution. Today, international corporations commission content for local domestic markets, while also distributing diverse content to a global audience via streaming platforms. Netflix, in particular, has employed an internationalism strategy, claiming to “sell the world to the world” by investing in original productions from non-American markets and distributing them to a global audience. In the Global South, such an approach has been adopted by Tencent Video (and its international subsidiary WeTV)—the streaming service of Chinese tech giant Tencent—but via a model that is designed to suit its intellectual property (IP)--centred economic and “pan-entertainment” ecosystem. This thesis presents a comparative analysis of the practices of these two streaming platforms in two overseas markets—Netflix in Australia and WeTV in Thailand. It examines how each platform engages with and transfers local content creation norms through distinct production strategies and explores how their respective expansions have contributed to the broader global streaming business landscape. Drawing on critical political economy and media glocalisation theories, the thesis employs a mixed-methods approach, combining interviews and content analysis. The findings complement, challenge, and contribute to ongoing debates around cultural imperialism and the current and future state of global media and global culture in the platform era.
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See moreThe rise of global streaming media has significantly reshaped international long-form video production and distribution. Today, international corporations commission content for local domestic markets, while also distributing diverse content to a global audience via streaming platforms. Netflix, in particular, has employed an internationalism strategy, claiming to “sell the world to the world” by investing in original productions from non-American markets and distributing them to a global audience. In the Global South, such an approach has been adopted by Tencent Video (and its international subsidiary WeTV)—the streaming service of Chinese tech giant Tencent—but via a model that is designed to suit its intellectual property (IP)--centred economic and “pan-entertainment” ecosystem. This thesis presents a comparative analysis of the practices of these two streaming platforms in two overseas markets—Netflix in Australia and WeTV in Thailand. It examines how each platform engages with and transfers local content creation norms through distinct production strategies and explores how their respective expansions have contributed to the broader global streaming business landscape. Drawing on critical political economy and media glocalisation theories, the thesis employs a mixed-methods approach, combining interviews and content analysis. The findings complement, challenge, and contribute to ongoing debates around cultural imperialism and the current and future state of global media and global culture in the platform era.
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Date
2024Rights statement
The author retains copyright of this thesis. It may only be used for the purposes of research and study. It must not be used for any other purposes and may not be transmitted or shared with others without prior permission.Faculty/School
Faculty of Arts and Social Sciences, School of Art, Communication and EnglishDepartment, Discipline or Centre
Discipline of Media and CommunicationsAwarding institution
The University of SydneyShare