Global Screens, Local Impact

In the age of global connectivity, entertainment has become one of the most influential forces shaping how societies behave, speak, dress, and think. And no entity has driven this transformation more visibly than streaming platforms like Netflix. What began as a subscription service for movies has evolved into a cultural powerhouse that’s rewriting how stories are told and consumed. In 2025, the “Netflix Effect” is more than just a digital trend—it’s a cultural force impacting regional languages, local fashion, and even government policies from the UAE to Brazil.

Binge-Watching Culture: A New Global Habit

Once considered a weekend indulgence, binge-watching has become a global phenomenon. Thanks to faster internet, cheaper smartphones, and smarter algorithms, audiences now prefer watching an entire series in one sitting rather than waiting week to week. This shift is more than behavioral—it’s altering daily routines and social lives.

In the UAE, data from telecom giants like Etisalat and du show that peak internet usage now corresponds with the release of major global shows. During premieres of shows like Stranger Things or The Witcher, bandwidth usage spikes dramatically, prompting providers to strengthen their streaming infrastructure. Coffee shops and shisha lounges have even started offering themed streaming nights to cater to binge-watchers.

What once was passive consumption is now a community activity. Global trends emerge overnight and are discussed across TikTok, Instagram, and even WhatsApp groups, leading to worldwide cultural synchrony unlike anything before.

When Local Stories Go Global

Netflix has turned local storytelling into a global event. Shows like Money Heist from Spain, Squid Game from South Korea, and Fauda from Israel have demonstrated that a show doesn’t need to be in English to top charts. This is encouraging storytellers from underrepresented markets to share more authentic narratives, knowing there’s a global audience ready to engage.

In the UAE, this shift has given rise to a new generation of Emirati writers, actors, and producers. The Dubai-based series The Exchange, which explores women working in Kuwait’s male-dominated finance sector in the 1980s, found a global audience and critical acclaim after its Netflix release. Similarly, Abu Dhabi Media and other regional players are now partnering with streaming giants to co-produce original Arabic-language dramas and documentaries.

This surge in local storytelling helps balance the influx of Western content by offering globally accessible but locally rooted entertainment.

The Language Shift: Embracing Subtitles and Dubbing

A striking change driven by global streaming is the widespread acceptance of subtitles and dubbing. Viewers are becoming more linguistically diverse, no longer limited by the language in which a show is made. Korean, Spanish, Arabic, and Hindi content are now part of everyday consumption in homes across Europe and the Americas.

In the UAE, where English and Arabic co-exist in daily communication, this linguistic fluidity is even more visible. Children are watching Japanese anime with Arabic subtitles, while adults enjoy Turkish soap operas in English dubs. This multicultural viewing habit is not only strengthening language learning but also cultivating empathy toward other cultures.

Cultural Cross-Pollination Through Fashion and Food

Global streaming doesn’t just influence how people think—it affects how they live. Fashion, food, and lifestyle habits shown in popular series quickly become global trends. The impact of K-dramas on Korean skincare and fashion is well-documented, with entire product lines now dedicated to "TV-inspired" aesthetics.

In Dubai, fashion retailers report increased sales in certain styles following hit Netflix shows. After Emily in Paris, French fashion items spiked in demand. Korean streetwear became trendy after Itaewon Class. Meanwhile, restaurants across the UAE have started offering themed menus—like Spanish tapas after Money Heist or Korean barbecue after Crash Landing on You.

Streaming content has become a new vehicle for cultural diplomacy—one that is fun, stylish, and deeply influential.

Economic Disruption of Traditional Media

While streaming has opened the world to new storytelling possibilities, it’s also disrupted existing industries. Cinemas are struggling to maintain footfall, especially among younger audiences who prefer at-home viewing. Local TV stations, once dominant, are now fighting for relevance in the age of on-demand content.

To stay competitive, UAE cinemas have invested heavily in premium experiences—like 4D theaters, recliner seats, and gourmet snacks—to lure audiences back. Meanwhile, local broadcasters are forming digital arms and launching OTT platforms to retain their share of the market. Abu Dhabi Media’s “ADTV” app and Dubai Media Incorporated’s content library are direct responses to the rise of global platforms.

Threat to Cultural Identity?

With so much Western and global content flooding into homes, there are growing concerns about cultural homogenization. Critics argue that streaming giants, driven by algorithms, push content that caters to broad tastes, often at the expense of niche or traditional cultural themes. The fear is that smaller, regional stories may be lost in the noise.

To counter this, the UAE government has introduced content regulations that require regional representation and positive portrayals of local customs. The country is also offering funding grants and tax rebates for content creators who focus on Emirati narratives or themes.

Streaming as a Tool for Cultural Preservation

Ironically, the same platforms accused of cultural dilution are now being used to preserve and promote culture. Documentaries, biopics, and period dramas on regional history are gaining traction. In 2024, Netflix UAE released Legacy of the Sands, a documentary series on Bedouin culture, which gained praise across Arab countries for its educational and aesthetic value.

Educational institutions in the UAE are even incorporating streaming content into classrooms. Students are using documentaries from Netflix and Disney+ to study global conflicts, climate change, and human rights—all while improving language comprehension.

What’s Next: VR and Interactive Streaming

Looking forward, the Netflix Effect is expected to evolve into something even more immersive. Interactive storytelling, where viewers make choices that shape the narrative, is gaining popularity. Netflix’s Bandersnatch was a testing ground, and more such content is in the pipeline.

Virtual Reality (VR) streaming, though still in early stages, could revolutionize entertainment. Imagine stepping into the world of your favorite show or participating in real-time decision-making as a character. Streaming won’t just reshape culture—it may redefine reality.

Conclusion: A New Cultural Currency

The Netflix Effect has proven that entertainment is no longer bound by borders or language. Streaming platforms are not only changing how content is consumed but also what kind of content is created. From promoting foreign languages and inspiring fashion to redefining economic models and influencing politics, the impact is vast and ongoing.

For countries like the UAE, the challenge is striking the right balance—embracing global content while promoting and protecting local culture. The opportunities are immense, but so are the stakes. In a world where entertainment is a form of cultural currency, how we watch may ultimately shape who we become.

Disclaimer

This article is intended for informational and editorial purposes only. All examples and figures are based on current public data and trends available as of July 2025. Viewer habits and platform content are subject to change over time.