Abstract

Purpose: This study critically investigates how global streaming platforms influence the preservation or erosion of cultural identity. It examines whether the proliferation of internationally curated content homogenizes local cultural expressions or whether audiences actively negotiate, adapt, and preserve indigenous cultural narratives in a digital media environment dominated by global streaming services.

Methodology: A quantitative research design was adopted, utilizing content consumption data from top global streaming platforms. Mathematical analysis included descriptive statistics, correlation matrices, and regression modeling to assess the relationship between platform exposure and indicators of cultural identity retention among diverse audience groups.

Findings: Results indicate a complex duality: global streaming platforms both threaten and enable cultural identity preservation. While dominant international content tends to overshadow local media, targeted platform algorithms, community-driven content curation, and transnational collaborations support cultural continuity. Statistical analyses reveal that audiences with higher engagement in culturally specific content exhibit stronger markers of identity retention, suggesting active resistance against cultural homogenization.

Value: This study contributes to critical media studies by integrating quantitative modeling with cultural theory, moving beyond descriptive analysis to empirically examine cultural preservation mechanisms in globalized digital media environments.