(Dis)locating South Asia

Diasporic markets in the global streaming landscape

Bibliographic Data

ID11267200
AuthorsAnirban K Baishya (0000-0002-4090-179X, University of Wisconsin–Madison, corresponding author), Darshana Sreedhar Mini (0000-0001-5668-7815, University of Wisconsin–Madison)
Year2026
Volume48
Issue3
Pages608-619
Publication date2026-04-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueMedia Culture & Society (JOURNAL)
Journal identifiersISSN: 0163-4437 • E-ISSN: 1460-3675
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/01634437251387450
OpenAlexW4415844776
LanguageEN
References cited10

This paper maps how South Asian media is marketed by streaming aggregators such as Sling TV and ZEE5 Global for diasporic audiences in the United States and Canada. Examining questions of access, availability, and marketing, and analyzing popular press coverage, media industry reports, advertisements, as well as the platforms themselves, we show how South Asian diasporic consumers are envisaged as a target constituency by streaming platforms. In the era of bundled entertainment capsules, such aggregators capitalize on the multiple sub-identities within the umbrella of “South Asian diaspora.” Through this analysis, we also show how “South Asia” is produced as a territorial category and a potential market through the nexus of cultural hegemony and capitalist markets, rather than a taken-for-granted identity of emotional belongingness

Diaspora · Entertainment · Entertainment industry · Globalization · Hegemony · Live Streaming · Media Industry · Nexus (standard · Diaspora, migration, transnational identity · South Asian Cinema and Culture · South Asian Studies and Conflicts

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