What Streaming Did to Creativity — and What We Can Do About it.

Based on my Master’s essay “Algorithmic Currents,” this is a deep dive into how streaming platforms are reshaping creativity in the film and TV industries.

When people talk about streaming platforms, they usually talk about convenience. Content, on demand. Any genre, any language, any time. And while that’s true — it’s only half the story.

The other half? Is what all this access is doing to creativity.

Earlier this year, I wrote an essay for my MSc Strategic Innovation, the module was in Innovation in the Creative Economy. I called it Algorithmic Currents: Streaming, Big Data, and the Remapping of Film & Television Creativity. And in it, I explored something that’s been bothering me for a while: how platforms like Netflix, Amazon and Disney+ are quietly reshaping how stories are funded, told, and watched.

Not just what we see - but how it's made.

Here’s the gist:

🎭 The Promise

Streaming did open the doors to more diverse creators and formats. It removed some traditional gatekeepers, gave global access to niche voices, and enabled new revenue models that moved away from the boom-or-bust of box office weekends.

But…

📉 The Trade-Off

That same system now relies on big data, engagement metrics, and short-term subscriber growth. Green-lighting a show isn’t just about creative merit anymore. It’s about predicted completion rates. Day-one streaming. Global appeal. Safe IP.

Creative risk? Doesn't always make the algorithmic cut.

🤖 The Tyranny of Metrics

The platforms' obsession with measurable success is creating a culture of creative homogenisation. What gets made is what’s already worked - or what can be engineered to look like what worked. It’s not always a bad thing. But it leaves little room for experimentation, nuance, or challenging narratives.

The data is calling the shots. And that changes how stories are structured - binge-friendly, cliffhanger-heavy, faster paced. Think: snackable, not slow burn.

💪 But There’s Hope

It’s not all bad. Pockets of creative resistance persist that spark political debate and challenge cultural perceptions. Think: Adolescence, It’s A Sin, Mr Bates vs the Post Office. Stories that found their space because of - or in spite of - the system. Some creators learn to work with the metrics. Some platforms make space for prestige.

But if we want the next generation of filmmakers to take risks, we need to change what we reward. Because creative diversity needs more than access. It needs investment. And time. And trust.

What’s next?

The platforms aren’t going anywhere. But the question is: who decides what’s worth watching? And are we leaving room for stories that don’t fit the formula?

Let’s not let engagement become the enemy of imagination. You can read the full essay below: