Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

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.

Europe's largest commercial TV network, RTL, is creating a multimedia streaming service that will include TV series, music, audiobooks, and podcasts. RTL+ is heavily investing in original German-language content with a view to challenging global streaming platforms via local loyalty.

Throughout the pandemic, many Britons turned to radio for a sense of comfort and security. Yet while the likes of BBC Radio 2 and Capital FM may play popular music, they’re not popular among all listeners. How are independent stations gaining ground with audiences outside of the mainstream?

In a climate where representation in media is vital for minority viewers, Netflix’s Strong Black Lead is using its celebratory platform to ensure Black people feel seen. By constructing a collective voice, not only is it bringing people together, but it showcases true-to-life content.