The Value Proposition of Streaming Services in Driving Demand
Universal connectivity efforts have traditionally focused on closing coverage gaps, and today only four percent of the global population falls beyond the reach of mobile broadband networks. But despite this progress, adoption lags behind, with more than three billion people not using the Internet even where coverage exists. This “usage gap” presents a unique challenge for universal connectivity goals, and innovative efforts are needed to implement mechanisms that lower affordability barriers, build digital skills, and highlight the value proposition of being online.
As policymakers shift their focus from broadband coverage to adoption, it is important to highlight the critical role of streaming services in driving demand – especially through creating user interest in obtaining broadband connectivity. Streaming services generate value both within and beyond the broadband ecosystem by showcasing the everyday benefits of the Internet, encouraging first-time adoption, and developing locally relevant content that reflects the cultural contexts of communities around the world.
The Value Proposition of Streaming Services in Driving Demand outlines best practices to address broadband adoption challenges, particularly as approaches to universal access continue to evolve. Key recommendations include:
- Leveraging innovative mechanisms – beyond the traditional universal service fund structure – that enable broadband adoption and address affordability.
- Facilitating market entry and promoting ease of trials for new connectivity technologies, including satellite broadband and non-terrestrial networks.
- Creating targeted incentives for the development and distribution of locally relevant content.
- Forging partnerships between public, private, and civil society stakeholders to promote digital platforms and services that address local needs.
This report was commissioned by Netflix.
Published: October 2025