Minari tells the story of a Korean-American family forging their own American Dream in rural Arkansas. With plenty of industry buzz, Minari shows the appetite for complex cultural stories of modern America, and how original marketing can make an impact among mainstream film audiences.

Netflix and Spotify have exposed people to content from across the world, impacting the types of media they consume. Research has found that Americans are watching more non-US TV than ever before, showing how media consumption is increasingly crossing geographical boundaries.

An abundance of new content is what sets Netflix apart from other streaming services. In an attempt to expand its global audience base, it’s acquiring local content, dubbing and subtitling a significant amount of its offering, and creating targeted ads with local talent speaking the local language.

The tourism industry had been one of the hardest hit by the pandemic. But as people regain confidence, many are looking for opportunities to discover new places and cultures. A global Netflix survey points to the importance of film media in inspiring tourism and cultural connection.