The Power of Local: How Regional Stories Are Shaping Global Entertainment

There’s a significant shift occurring in the entertainment industry. Global content production is becoming homogenized by international distributors. Local, regional and national producers are threatened as huge international conglomerates target global streaming audiences, trying to serve everyone with generic content.

I view this trend as a detriment to the industry and audiences, particularly to every region’s unique cultures and personalities. I am proud that Netflix has built and continues to execute its strategy on a foundation of regional diversity, not homogenization.

As the Vice President of Content at Netflix in Spain, Portugal and the Nordics, and as one of the founders of Netflix’s non-English language content strategy, I have seen firsthand how regional productions engage local viewers and resonate globally.

At a time when audiences are demanding new and captivating stories, the best way to serve local communities and global subscribers is to work with local talent, storytellers and communities.

Promoting Diversity in Storytelling

When I began at Netflix a decade ago, streaming platforms were unsure of the appeal of non-English language content or stories from local communities.

I saw the writing on the wall — more big studios, less collaboration with local producers and fewer original stories to tell. It seemed like a huge mistake for the business to move toward generic “global” content. There is such a rich world of stories and talent out there. We had to give those stories the platform and viewers they deserved.

I was determined to take a different appproach and prove that local content was the key to global success. We began with Club de Cuervos (Club of Crows) in Mexico, Netflix’s first non-English language original series about a fictional football club. It was a huge hit and showed the talent and capabilities of local content creators.

The beauty of local stories lies in their specificity. It is in the every day, the particular, that we find the universal. This belief drives our investment in human, emotional stories told by local writers, producers, directors, actors and other talent that resonate deeply with viewers.

The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?

Supporting Communities and Their Stories

One lesson I’ve learned is that stories are irresistible and catching. Thanks to global streaming, it only takes hours for a great story to spread worldwide and become timeless.

The key to giving life to great stories is to support the communities where they grew and where they grow. Local communities are fertile soil for original stories. Every community already has a rich crop of stories that have been told for ages. A huge part of our work’s joy is bringing those stories to others.

Industry leaders should provide local storytellers with a megaphone. Prioritize the vision of the creator. Members of a particular community are the best people to make their stories come to life, whether that community is geographic, social, economic or otherwise.

At Netflix, we prioritize the creator’s vision and believe that members of a particular community are the best people to bring their stories to life. As I’ve worked with creators worldwide, one lesson I’ve learned is the importance of authenticity. Creators must stay true to the unique voice of their community. Trying to fit a global mold dilutes the story and its emotional impact.

One tip I’d offer is to let communities guide the storytelling. This means respecting cultural nuances and traditions as they add richness and depth to the narrative. Avoid imposing outside perspectives, as this can fracture trust with the community and result in a less authentic product. Instead, listen closely to local talent and ensure they are both participants in the process and leaders.

Celebrating Global Cinema

Years ago, before the rise of streamers, “global cinema” was a genre relegated to a small dark corner of the video rental shop.

Today, it has become mainstream. In 2019, Bong Joon-ho’s Parasite was the first non-English-language film to bring home the Oscar for Best Picture. Since then, at least one non-English language film has been nominated in the category every year.

As the popularity of non-English films rises, we will continue to see growth in film industries worldwide. We’ve already witnessed tremendous success in markets like South Korea, Spain and Mexico, and I predict we’ll see more countries like Nigeria, India and Brazil emerging as global players. Local industries are gaining momentum, and the demand for diverse, authentic stories is only increasing.

I expect this trend to grow in the next few years, with global cinema becoming even more integrated into mainstream entertainment. Audiences are increasingly willing to step outside their linguistic comfort zones, embracing stories that reflect cultures and communities unlike theirs. This, in turn, will create more opportunities for filmmakers from historically underrepresented regions to shine on the world stage.

As the industry looks to the future, creative leaders should consider local content and talent. Believe in the power of local stories to captivate global audiences. There is a better world out there and for us, by investing in regional productions, we will continue to diversify our content library while contributing to a more diverse and inclusive global entertainment landscape.