How Streaming Services are Encouraging Destination-Based Content

In recent years, streaming giants such as Netflix, Amazon Video Prime, Peacock, and more have revolutionized the way we enjoy content.

By offering on-demand access to a vast range of personalized content choices, these platforms allow us more control over what we watch, when we watch, and how we watch our favorite content.

A notable trend that has grown with the widespread use of streaming services is destination-based content on those platforms. This form of content merges quality storytelling with wanderlust. 

Highlighting the diverse cultures, and stunning landmarks across various global locations, streaming services have revolutionized the way viewers engage with shows and even encouraged real-life tourism.

Using reliable internet services like Spectrum Internet, streamers can enjoy an interrupted viewing experience, and fulfill their adventure cravings from the comfort of their homes.

Popular serials such as The Last of Us, Breaking Bad, and Lost have inspired travel to their respective filming locations, Alberta, Canada, Albuquerque, New Mexico, and Oahu, Hawaii.

This blog will explore the following aspects:

• Destination-Based Content on Streaming Services?
• Role of Streaming Services in Promoting Destination-Based Content
• Strategies for Promoting Destination-Based Content
• Challenges in Creating Destination-Based Content
• Future of Destination-Based Content on Streaming Services

What is Destination-Based Content on Streaming Services?

To put it simply, destination-based content are ones that promote the location of filming by incorporating that specific location as an integral element of the storyline. Some types include:

• Travel documentaries.
• Fictional series with iconic locations.
• Biopics showcasing real-world places.

Destination-based content on streaming services aims to immerse viewers in the culture and environment of the location where the narrative is based, through highlighting both elements.

To give you an example, just take a stroll through the beautiful streets of Paris in Emily in Paris, and the rich cultural traditions of India portrayed in Sacred Games.

Nature documentaries are another example of destination-based content on streaming services. Netflix documentaries such as Our Living World shows filmmakers, wildlife photographers, and researchers traveling to various countries to highlight the climate crisis, and inform of actions to contain it.

This type of content uses the filming location as an influence on the plot and characters, adding an unmatched element of authenticity to engage viewers more effectively. 

Additionally, these travel-inspired shows on streaming platforms present a new way to capture audience interest and inspire tourism by making audiences feel as though they’re in the location.

Let’s take a look at a few ways the use of location-based storytelling in streaming media helps the tourism industry.

How Destination-Based Content Impacts Tourism

In case you’re wondering whether content can influence travel choices, maybe the next example will remove any doubts. Searches for the town Richmond (the British one) jumped 160% following season two of Ted Lasso, and doubled following season three aired, according to the Expedia poll.

This is due to destination-based content giving birth to the factors below:

• Inspiring Travel: the association of unique destinations with the audience’s favorite characters inspires fans to travel to certain landmarks shown in the film or show.
• Highlighting Underrated Destinations: remote areas may be home to hidden wonders. By bringing such locations to light, destination-based content helps tourism in such areas.
• Creating Awareness About cultural and Historical Aspects: a lack of cultural or historical knowledge impacts tourism. Destination-based content educates audiences on both aspects, creating cultural acceptance and encouraging tourism.

Now that you have a firm understanding of what destination-based content on streaming platforms is, let’s explore the role of streaming services in promoting this new form of content.

The Role of Streaming Services in Promoting Destination-Based Content

The growth of destination-based content on streaming platforms is fueled by a few major factors such as:

• Global Reach Highlighting Diverse Locations
• Cultural Representation in Streaming Content
• Personalized and Data-Driven Content Choices

Let’s explore each of these reasons to better understand why streaming services are integral in promoting this form of content.

·         Global Reach: Highlighting Location-Based Storytelling in Streaming Media

Did you know that as of 2024, Netflix has over 269 million subscribers and Amazon Prime Video has over 200 million subscribers? Such stats are a testament to the widespread global reach of these platforms.

By offering diverse content such as Spanish shows and K-dramas, streaming platforms help global audiences resonate with foreign societies, and spark an interest to travel to specific filming locations.

·         Cultural Representation in Streaming Content

By accurately incorporating cultural practices, and traditions destination-based content on streaming services helps bridge the barriers between diverse cultures and global audiences.

Fueled by the growing demand for diversity and inclusion, streaming services emphasize authentic representations that shatter long-held stereotypes and encourage cultural acceptance.

·         Personalized and Data-Driven Content Choices

The power of streaming giants is their commitment to personalization. Through a data-based analysis of a viewer’s content preferences, the platforms display relevant choices that resonate more with viewers.

With an ocean of data at hand, streaming services address the increased demand for travel-inspired shows on streaming platforms. A prime example is the documentary, Jack Whitehall: Travels with My Father.

To help support their potential in supporting destination-based content, streaming services use a range of strategies, some of which will be discussed next.

Strategies Streaming Companies Use to Promote Destination-Based Content

Streaming giants use a combination of strategies to help support destination-based content and indirectly, tourism. These include:

• Local Collaborations
• Filming in Real Locations
• Creating Localized Content
• Data-driven Content Curation

Let’s take a deeper dive into each strategy.

·         Local Collaborations

Streaming companies are no strangers to partnering up with local production organizations to add a higher level of authenticity to their content in terms of storyline, culture, and landmarks. This provides viewers with accurate and immersive portrayals of the locations, potentially enticing their wanderlust.

Additionally, streaming services also partner up with local cable or telecom companies to offer bundled deals, helping them penetrate the market, with Netflix being a prime example of the power of such localization.

·         Filming in Real Locations

Filming in real locations helps enhance the level of authenticity by capturing a real-life glimpse of the local atmosphere. This accurate portrayal of the atmosphere can shape the visual appeal and narrative of the content.

A notable example of the advantage of filming in real locations is The Lord of the Rings which was filmed in New Zealand, and effectively used the country’s marvelous landscapes as the film’s environment.

·         Creating Localized Content

Just a heads up, localization is not just about translation. Translation is just a small part of localization. Creating localized content involves a thorough study of the mannerisms, norms, and practices in each aspect of a region’s day-to-day life.

Netflix’s success among diverse audiences is directly attributable to its localization content. With continuous investment in curating localized content capturing cultural narratives specific to each market, the streaming giant continues to engage diverse viewer bases.

·         Data-driven Content Curation

Data is king! Streaming services have access to a universe of data that shapes their content-creation efforts. By analyzing the data, the platforms can assess audience preferences among different cultures, identify similarities and differences, and create content that meets their cultural standards.

Based on the data at hand, the platforms can make informed decisions and create content that prevents touching on sensitive issues and respects cultural boundaries, yet fosters a sense of cultural acceptance.

Despite the paramount opportunities, the implementation of destination-based content is not without its challenges. The next section goes through a few common challenges streaming services face in creating destination-based content.

Challenges in Creating Destination-Based Content

Creating destination-based content presents several challenges for streaming services, notably, these include:

• Balancing Authenticity with Global Appeal
• Avoiding Cultural Misrepresentation or Stereotyping
• Managing the Environmental Impact of Tourism Sparked by Popular Content

Let’s dive into how each of these aspects presents a challenge for streaming companies to create regional content in the age of global streaming.

·         Balancing Authenticity with Global Appeal

Different cultures have similarities, yet they also have certain differences in what is deemed acceptable and what is not. Some of these differences may make it difficult for streaming services to create global appeal and balance cultural preferences.

For example, you may remember the film Cuties, which showcased an 11-year-old French Muslim girl rebelling against her Islamic upbringing. The film saw a negative response globally, with Turkey banning the film.

·         Avoiding Cultural Misrepresentation or Stereotyping

While streaming services hold great potential in educating global audiences on a certain location’s culture, it is still dependent on accuracy. A negatively enforced stereotype may result in a backlash.

As an example, let’s talk about the film Maestro, based on real-life conductor Leonard Bernstein’s relationship with his wife, Felicia Montealegre. The film faced a backlash as it had lead actor Bradley Cooper wear a prosthetic nose, reinforcing a negative stereotype of Jewish people.

·         Adverse Impacts of Over-Tourism Inspired by Content

A highly popular series or movie can inspire thousands, if not millions, of people to travel to the location it is based in. While this can be beneficial for the economy, it can also result in adverse impacts on the environment, local community, and tourist experience.

A reason for the detrimental effects can include the hosting locations’ lack of infrastructure to cope with a growing tourist base. With a large number of tourists and a lack of resources to handle them, the impact of over-tourism includes overcrowding, wear and tear on local landmarks, and local resentment.

With these potential negative impacts, streaming services must carefully incorporate destination-based content into their library, and help in preventive action when required.

Destination-Based Content on Streaming Services – A Bright Future

The constant rise of technological advancements such as virtual reality paves the road to a bright future for destination-based content, tourism, and diverse cultures worldwide.

With streaming giants potentially experimenting with such technologies, we can expect further growth in the preference for an immersive and accurate representation of rich cultures.

Virtual travel guides have already made it possible to experience the essence of a location at home. We may soon see streaming services leveraging virtual reality to offer a glimpse of behind-the-scenes action at filming locations along the film or show.

To top that, remote cultures across the globe may see an increased level of representation in the form of rich stories going ahead. Streaming platforms are highly likely to turn their attention toward such areas, fueled by the demand for diversity and inclusion and the public curiosity for their cultures.

The inclusion of destination-based content on streaming services has revolutionized how we engage with content and our perceptions of different cultures.

From the cultural vibrancy of Spain to the picturesque streets of Paris, this emerging form of content continues to take viewers on digital journeys, while also encouraging real-world tourism.

So go ahead and dive into you’re your favorite films or travel-inspired shows on streaming platforms, who knows, you may just stumble upon your next great journey!