The rise of streaming has fundamentally transformed how we consume media, reshaping entertainment, communication, and even social dynamics on a global scale. While this digital revolution has opened up new opportunities for access, diversity, and convenience, it has also introduced complex challenges with profound social and environmental impacts. As streaming platforms continue to dominate the digital landscape, the need to address cultural sustainability in this evolving era has never been more urgent. This article delves into the ways in which streaming not only influences cultural preservation and accessibility but also underscores the pressing need for sustainable practices in an industry rapidly reshaping the future of media consumption.
Streaming Dominance and Its Impact
Streaming platforms have become a central force in global media, accounting for a staggering 82% of all internet traffic by 2022. This immense dominance reflects a shift from traditional media to digital streaming, with platforms like Apple+, Netflix, Amazon Prime, and Disney+ leading the charge. However, the majority of streaming content is produced in a few regions, primarily North America and Europe. This concentration not only influences global cultural narratives but also reinforces dominant cultural norms, often sidelining diverse voices from other regions.
In the competitive world of streaming, platforms are increasingly focusing on niche audiences. The rise of binge-watching culture, where entire seasons are released at once, has transformed viewing habits. This model encourages viewers to consume content in long stretches, leading to decision fatigue and impacting the overall viewing experience. The sheer volume of choices can overwhelm users, making it challenging to discover new content and affecting their engagement with media.
Cultural Sustainability in Streaming
Diverse Content Creation
The streaming era has opened doors for diverse voices and stories, breaking down traditional media barriers. Shows like Money Heist (La Casa de Papel) from Spain, Sacred Games from India, and Dark from Germany have captivated international audiences. Money Heist, originally a Spanish-language series on Antena 3, became a global phenomenon after being picked up by Netflix. Similarly, Dark (Germany) is hailed as one of the best sci-fi shows of the decade, expanding the reach of German-language programming worldwide.
Other platforms beyond Netflix are also diversifying global content. Amazon Prime Video’s original series like The Boys(USA), Unorthodox (Germany), and Mirzapur (India) showcase a wide range of cultural contexts. Unorthodox, about a young woman escaping the Hasidic Jewish community, earned multiple Emmy nominations, while Mirzapur tells a gritty crime story set in India that resonates globally. Apple TV+ also contributes with shows like Servant (USA), a psychological thriller, and Little America (USA), an anthology series highlighting the immigrant experience in America.
Disney+ has made strides with its diverse content, including The Mandalorian (USA) and The Falcon and the Winter Soldier (USA). The latter notably introduced Sam Wilson as the first Black Captain America, reflecting a broader commitment to cultural representation in mainstream media. Hulu’s Ramy explores the complexities of being Muslim in America, while Peacock’s We Are Lady Parts tells the story of a British Muslim punk band, offering fresh perspectives on culture and identity.
Beyond scripted series, streaming platforms also have the power to spotlight marginalized voices through impactful documentaries like 13th (Ava DuVernay), which examines racial inequality in the U.S. prison system, and Period. End of Sentence, which addresses the stigma around menstruation in India. These films raise awareness of crucial social issues while engaging global audiences and driving important conversations.
Language Barriers
While English dominates the global digital space, it’s spoken as a first language by only about 25% of internet users. The rest of the world’s 7,000+ languages remain largely underrepresented online, limiting cultural expression and digital access for millions. According to UNESCO, many indigenous and minority languages struggle to find space in digital media, exacerbating the digital divide.
Though platforms like Netflix, YouTube, and Amazon Prime have expanded their multilingual offerings, much of the content remains in widely spoken languages like English, Spanish, and Hindi, leaving smaller and indigenous languages on the sidelines. In India, for example, over 1,600 languages are spoken, yet regional content mostly centers on just a few major languages. Similarly, in Africa, with over 2,000 languages, colonial languages like English and French dominate the digital space.
There are positive shifts, however. YouTube’s 2020 update, which offered automatic translation for video titles and descriptions in over 100 languages, helped broaden content accessibility. Additionally, Netflix has made substantial strides in subtitling and dubbing, with content in languages like Korean, Arabic, and Polish reaching wider audiences. In fact, Netflix reported that in 2021, 60% of its content came from outside the U.S., much of it in languages other than English.
Streaming platforms are increasingly recognizing the importance of supporting local languages. For instance, Amazon Prime and Disney+ have also ramped up investments in regional content, including original shows in languages such as Portuguese, Turkish, and Japanese. This move not only expands market reach but supports the preservation and growth of minority languages and cultures.
However, much work remains. To address language barriers fully, digital platforms need to invest in both translation services and original content in underrepresented languages. By doing so, they can foster cultural preservation, better reflect global diversity, and bridge the gap between linguistic communities. Expanding language support is not just about access; it’s about ensuring that all cultures can thrive in the digital age.
Digital Divide
The digital divide remains a major barrier to equal access, fueled by high subscription fees, poor internet connectivity, and limited device availability. According to the International Telecommunication Union, nearly 3.7 billion people are offline, with economic and geographic factors widening this gap. Underserved communities, especially in rural areas and developing nations, are most affected.
In sub-Saharan Africa, where internet penetration is below 30%, high data costs and limited infrastructure make streaming services inaccessible. In India, despite rapid growth in internet users, many rural areas still lack reliable access. Even in wealthier countries, low-income communities struggle with the cost of devices and data plans, limiting their digital participation.
Efforts to bridge this gap include offering low-cost or free access to streaming services. YouTube and Facebook, for example, have introduced programs providing free access to educational content in underserved regions. Platforms like Netflix have launched affordable mobile-only plans, such as the “Mobile Plan” in India, to cater to users with limited internet access.
Community-based digital literacy programs are also key. Google’s “Grow with Google” and Microsoft’s “Digital Literacy” programs help equip underserved populations with skills to navigate the digital world, enabling them to access, create, and share content.
By supporting local content and developing affordable models, streaming platforms can increase global engagement, improve cultural representation, and ensure that more voices are heard in the digital age.
Binge-Watching and Health Concerns
The rise of binge-watching has raised both environmental and health concerns. Continuous streaming increases energy consumption through extended TV use and data center strain. The practice of releasing entire series at once encourages prolonged viewing sessions, which can reduce physical activity and increase screen time. Research by the American Academy of Pediatrics has linked excessive screen time to various health issues, including obesity and poor sleep quality.
To address these concerns, collaboration with health organizations is essential. Resources should be provided to help viewers maintain physical and mental well-being while enjoying content. Integrating features that encourage breaks and physical activity between viewing sessions, as well as offering curated “slow TV” options, can help mitigate the effects of binge-watching and promote mindful consumption. For instance, platforms could implement reminders to take breaks or include features that promote physical activity during extended viewing periods.
Implementing Solutions
The streaming revolution has transformed media consumption, offering both opportunities and challenges. As streaming platforms dominate, it’s crucial to consider how cultural sustainability fits into this new landscape.
Supporting local creators is key to fostering diverse cultural narratives. Platforms like Netflix and Amazon Prime have increasingly invested in regional content, funding local creators to reflect broader cultural perspectives. Netflix’s commitment to producing content in multiple languages, such as Money Heist (Spain), Sacred Games (India), and Elite(Spain), has not only expanded its global reach but also boosted local economies by creating jobs and promoting regional cultures. These investments empower communities to preserve and share their cultural identities.
Digital literacy is another essential step. Initiatives like Google’s Grow with Google and YouTube’s Digital Literacy Program provide education to help users critically engage with content. By promoting digital literacy, platforms can help audiences navigate and interpret digital media more effectively, fostering a more informed and engaged user base. This is particularly important in emerging markets where access to digital education may be limited.
Affordable streaming models are crucial for improving access, especially in underserved communities. Platforms like YouTube offer free access to educational content globally, while Netflix has introduced mobile-only plans in countries like India to make streaming more affordable. By offering sliding-scale pricing or community-based access programs, streaming services can bridge the digital divide, ensuring more people can access cultural content.
Cross-cultural collaboration can further promote cultural exchange. Platforms like Spotify and Apple TV+ have championed international collaborations, such as The Morning Show (USA) and Lupin (France), offering a mix of local and international narratives. By promoting diverse voices, these platforms create space for global cultural exchange, enriching the viewing experience and fostering deeper international understanding.
In summary, integrating these strategies into the streaming era is essential for cultural and social sustainability. Supporting local creators, enhancing digital literacy, offering affordable models, and encouraging cultural exchange are key to building a more inclusive and representative media landscape.
