Contingent availability: a case-based approach to understanding availability in streaming services and cultural policy implications

Abstract

Streaming services have emerged as increasingly important access points for cultural content, often promising, as Netflix does, 'unlimited entertainment'. However, the actual conditions of availability remain under-examined. While streaming services typically contain a vast selection of objects, they certainly do not hold the total amount of all possible items.Streaming services thus pose new challenges for policy makers who wish to ensure access to, and availability of culture. In this paper, we build on previous research (Tallerås, Colbjørnsen, & Øfsti, 2019) to develop the term 'contingent availability' and discuss how cultural items are made available in streaming contexts. Departing from a pyramid model of availability, we investigate these levels empirically through a case-based approach. Nine Norwegian award-winning or critically acclaimed books, movies and TV series were strategically selected to highlight how availability in streaming services is contingent upon multiple conditions. For each case, we assess the ways in which Norwegian cultural policy influences production, distribution and availability of culture. We discuss how cultural policy measures do secure availability for most of the cases, but is unable to effectively combat fragmentation of availability.

Talking About Audio: Analysing Book Industry Trade Talk on Audiobooks and Streaming in Sweden and Norway

“…According to them, streaming is defined as a new format which means that a title will have to wait until May following the original publishing before it can be released." (SvB 31 January 2019) Lind's views of the Norwegian audiobook market are indicative of how the digital turn has both challenged and been restricted by literature policy [21,31,32]. Here, we would like to highlight two cases, one in Sweden and one in Norway, that showcase some of the same stakes and interests in relation to distribution rights, but that ultimately take different turns.…”

“…The literature policy of Norway is aimed at production, distribution, and market mechanisms [21]. Notably as a significant difference from Sweden, book trade regulations are in place in Norway as an important part of the literature policy set-up.…”

Platformization and Publishing: Changes in Literary Publishing

“…9 Comparable numbers from Sweden indicate that digital streaming services (where the audiobook is by far the largest format) represented 15.5% in 2018 and 26% in 2021. 10 The Danish numbers tell that the audiobook represented 26% of the total market in 2019 and 34% in 2020. 11 The steep growth in audiobooks implies some significant changes: digitalized literature has become mainstream through streaming services; copy sale has been partly replaced by subscription sale; and technological development has made literature more available.…”

Streaming across industries

“…Sector-specifi c media and cultural policy regimes also aff ect the shift to streaming (Colbjørnsen et al, 2020;Evens & Donders, 2018). While media and cultural policy are critical for all four industries examined here, the scope and application are somewhat diff erent: In Norway, cultural policy on literature is comprehensive and applied at several stages in the production and dissemination of books (Colbjørnsen et al, 2020). Cultural policy for fi lm and television primarily targets public service institutions and content production (Moseng, 2017).…”