Abstract
Since 2020, Netflix has emphasised the diversity of representation the platform provides through its content. Following the publication of its diversity report, the streamer positions itself as a driver of inclusion for underrepresented communities in film and television industries. This article examines how Netflix rhetorically frames the emphasis on diversity in its corporate communication. Based on a thematic analysis of Netflix’s press releases, it explores how Netflix uses its branding of diversity to generate a transnational appeal. The article outlines four strategies which highlight the cultural and industrial practices deployed by the streamer to gain competitive advantages.
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