This project studies the mechanisms behind the production and distribution of so–called “Argentine content” on Netflix, its aesthetic and cultural implications, and how it conditions audiences. The goal is to shed light on the new practices of the audiovisual industry in a globalized market and how these practices influence local production and consumption dynamics. It also seeks to understand the regulatory landscape behind these types of services and the specific public policy needs in our country.

To investigate this phenomenon, we analyzed the search results of various users in Argentina who, upon typing the country’s name into the search engine, received a series of prioritized titles—under the guise of personalization—that shape the meaning of what we refer to as “Argentine content.” In doing so, we aim to explore how these services influence the way film and television are consumed, while also questioning the impact of these platforms on the local audiovisual industry.

Keywords: Netflix, Argentina, streaming platforms, globalization, content, cultural industry, viewing habits, personalization.