Netflix as a policy actor: Shaping policy debate in Latin America

Abstract

In the rise of video-on-demand (VOD) services, Netflix is a prominent actor, expanding its operations in Latin America while regulators remain evasive. Its power concentration motivated research from different perspectives, while its role as a policy actor remains under-investigated. Therefore, this article engages in the political economy of communication to investigate how Netflix uses power to build an image of an expert able to provide policy recommendations to Latin America. We combine qualitative document analysis, participant observation and semi-structured expert interviews to assess Netflix's strategy to consolidate as a policy actor in Latin America. The findings revealed Netflix's attempts to legitimize itself as a promotor of inclusion and diversity without the need for regulation while connecting with the leading institutions promoting a policy discourse according to its interests. The enlargement of Netflix's agency through knowledge production and connection with policy entrepreneurs raises concerns about power concentration and constraints of cultural policies.