Intro
European streaming platforms use personalisation to recommend both international and local content based on viewing preferences, supporting the European creative economy while enhancing user experience.
The Challenge
European citizens have access to vast amounts of digital entertainment content, but global streaming platforms don’t always differentiate between international content and local or regional European productions. This can limit exposure to European languages, cultures, and creative works. Citizens struggle to discover relevant content that reflects their cultural interests while navigating extensive international catalogs.
The Solution
Several European streaming platforms have implemented personalisation systems that balance individual viewing preferences with cultural content promotion. These platforms analyse viewing history, language preferences, and regional interests to recommend both popular international content and relevant European productions. The system ensures users discover local films, series, and documentaries alongside their preferred genres. Features include personalised recommendations that incorporate European content, language-based content curation that promotes multilingual viewing, and regional cultural event tie-ins that highlight local productions.
Why This Matters
With personalisation, citizens can gain broader exposure to European creative works. This boosts the European creative industries, which represent approximately 4% of EU value added and employ around 8 million people. The approach demonstrates how personalisation can serve both individual preferences and broader cultural policy goals, supporting the European creative economy while maintaining enjoyable user viewing experiences.
