Global Streams, Local Currents: A Data Analysis on Global VOD Content Consumption

TL;DR

This paper analyzes global VOD content consumption patterns using network analysis of Netflix data, revealing culturally and geographically aligned consumption groups and highlighting the influence of cultural history on viewing habits.

Contribution

It introduces a network-based approach to identify global consumption clusters and demonstrates the persistent influence of cultural and geographic factors on VOD viewing patterns.

Findings

Identified three main consumption groups aligned with geography and culture.

US dominates content consumption across all groups.

Korean content's popularity increased post-2021 Squid Game success.

Abstract

This study explores global video on demand content consumption patterns through a network-based approach. We used Netflix's 'TV-shows' ranking data, spanning 822 days across 71 countries, to construct a network where countries are represented as nodes and consumption similarities are reflected as link weights. By applying the Louvain algorithm, we identified three distinct consumption groups, 'North America and Pan-Europe', 'Asia and Middle East', and 'Central and South America group'. These groups align closely with geographic, historical, and linguistic divisions, despite no predefined grouping criteria. Notably, Turkiye, often considered a cultural and regional crossroads, exhibited some classification ambiguity but was ultimately grouped with Asia and Middle East. Our findings also show that the United States accounts for the largest share of content consumption across all groups, while South Korean content, particularly after the success of "Squid Game" in 2021, has gained and maintained popularity in Asia, the Middle East, and Latin America. This study, based on data, demonstrates that deep-seated cultural histories continue to shape global consumption patterns, even amidst rapid changes in media platforms and content production dynamics.