Between global reach and local tensions: on the streamer imaginaries from Flanders (Belgium)

Abstract

This article expands the concept of streamer imaginaries to explore the layered expectations that Netflix's diversity strategy evokes among local cultural producers. Through the exploration of these imaginaries which serve as critical junctures where global and local forces collide, we argue that Netflix's cultural power extends beyond the actions or the transformations the streamer initiates within local industries; rather, it is also shaped by the possibilities and aspirations—whether justified or not—cultural producers project onto Netflix. Based on 15 semi-structured interviews with Flemish cultural producers and content commissioners, and complemented by participant observation of three industry events, we highlight the dialectical nature of cultural producers’ imaginaries: on the one hand encompassing fears and anxieties over the loss of local talents, and struggles to maintain or redefine cultural specificity; on the other hand, creating aspirations to reach broader audiences, gain international recognition, and heightening expectations for public service actors.