ABSTRACT
Since the publication of its first diversity report and its subsequent updates, Netflix has increasingly linked its brand to the concept of diversity and inclusion. Notably, the streamer has used this rhetoric on representation to appeal to (young) talent worldwide whilst consolidating its grip on local productions. Yet, whilst Netflix is very vocal about its diversity strategy, it also seems to be laying out the blueprint for other streaming services to follow. Therefore, this chapter focuses on the strategies employed by three different streamers—Netflix, Amazon Prime Video, and Disney+—and reflects on the use of diversity as a key element of their branding and production strategies. This chapter concludes that, with streaming services leveraging their cultural power to set new standards as to the representation of differences, diversity becomes a competitive advantage to attract audiences and accumulate commercial and cultural value.
