Different diversities: Policies and practices at three European public service VoD services

Abstract

While globally operating SVoDs have discovered identity-based diversity as a branding strategy, diversity has a longer history and broader meaning in public service media (PSM) tied to the foundational ideals of universality and pluralism that oblige PSM to speak to all members of a society and to offer diverse programmes and viewpoints. We investigate: How are these two understandings of ‘diversity’ expressed 1) in legal and policy requirements to the PSM, 2) in strategy papers and audits issued by PSM, 3) in the presentation and exposure of content in VoD interfaces? And 4) How can PSMs' practice around diversity on VoD be tracked methodologically? The article examines these questions by comparing: BBC iPlayer (UK), DRTV (Denmark) and ARD Mediathek (Germany). A document analysis examines how legal remits and strategies governing these institutions talk about diversity. We analyse the presentation and exposure of ‘diversity’ in VoD content via longitudinal datasets that document the three VoD landing pages daily between early 2022 and late 2023, recording the position of every programme title at the VoDs’ front pages, as well as deck titles. We test four approaches to this dataset: Spotting diversity in deck titles, looking for content tagged as diverse on IMDb and by Chat GPT, calculating diversity of exposed content with the Gini-Simpson-Index and assessing diversity through a manual coding of deck titles and sampling content displayed in selected decks. The article shows how differently diversity can be conceptualised and operationalised in VoD practice and concludes that multi-dimensional methodological approaches are needed. This article is a report on different publishing strategies for ‘diversity content’ in PSM VoD interfaces; a discussion of the conflicting relation between public service ideals and the notion of identity-based ‘branded diversity' of globally operating VoDs; and a contribution to developing methods for monitoring diversity on VoD.