Beyond Netflix: Ownership and content strategies among non-US-based video streaming services

Abstract

Major multi-territory streaming services such as Netflix, Prime Video, and Disney+ dominate this new sector of video distribution, but the economic features of internet-distributed video enable a diverse sector. This article examines 16 non-US-based multi-territory services and 10 national/regional markets to investigate the other types of transnational streaming businesses emerging. The analysis assesses the ownership of the 16 services, as all but one emerge from existing corporations with activities in the audiovisual or distribution sector, to identify the implications of different ownership priorities. It then pairs the ownership analysis with data on the size and country of origin of the services’ content libraries. The findings identify subcategories of multi-territory streamers and, by considering an array of national markets, reveal the counter-strategies available to non-US-based services.