Netflix in Saudi Arabia and the UAE: How do stakeholders construct policy approaches to Netflix with reference to market plurality and cultural imperialism?

Abstract

Abstract One way to contribute to Saudi Arabia and the UAE media literature is to examine the move to digital TV, particularly the Over the Top (OTT) service providers such as Netflix. Speaking with stakeholders and policy-makers, this thesis examines the position of Netflix in Saudi Arabia and the UAE with reference to market pluralism and cultural imperialism concerns. It shows that market pluralism and cultural imperialism approaches to Netflix are mobilised differently and are not mutually exclusive. Therefore, a better understanding of both these approaches is needed to have more effective media policies. Referring to the OTT sector in Saudi Arabia and the UAE, findings of this thesis demonstrates that platform pluralism (external pluralism) needs to be enhanced and balanced (Napoli, 1999; and Karppinen, 2000). It also finds that despite criticism of not fitting with the local culture, Netflix started to invest in the Saudi Arabian and the UAE cultural production and local content (internal pluralism) (Al-Ghathami, 2005; Lobato, 2018). This thesis is unique in its focus on the past two years which is a period of transformation in the Saudi Arabian and the UAE media landscape (The Guardian, 2018).