ABSTRACT
This introduction sets the scene for the Streaming Europe book, outlining its context, aims, scope, theoretical approach, and structure. It briefly traces Netflix’s early collaborations and competitive impact, the emergence of the streaming wars, and the resulting pressures on legacy media, production systems, and policy frameworks. The book’s key narratives are introduced, from the European market perspective and why we study streaming from various angles, to adding nuance to Netflix’s disruption, and recognising streaming as a rapidly shifting field. The chapter situates Europe as a fragmented yet interconnected market in which global players navigate diverse regulatory traditions, cultural contexts, and industrial structures.
