Between grammars of transnationalism and hyper-localisation: Strategies of Netflix and Amazon in transnational streaming

This article deals with the different strategies transnational streamers use to integrate programming in different markets, specifically looking at language and how it is couched within a wider network of strategies to formulate transnational appeal. The article will look specifically at German language programming on Netflix and Amazon, and the different strategies they use to appeal to viewers. Netflix relies on what I call a ‘grammar of transnationalism’ and the use of so-called ‘high German’ while Amazon relies on a strategy of localisation by relying on local stars. Further, localisation relies on the linking with local cultural histories of television. The comparison illuminates how platforms operate in the current streaming environment.