The AI-Culture Synergy is Expanding Media in Emerging Markets
Photo credit: Alex P, Pexels
From Lima, Peru, to Lagos, Nigeria, from Jakarta, Indonesia, to Johannesburg, South Africa, the future of global entertainment is being shaped in new ways.
Emerging markets have quickly become dynamic frontiers for growth in media and entertainment. Across Latin America, Southeast Asia, and the Middle East, access to affordable smartphones, data, and streaming platforms has created billions of new media consumers—and a chance to rethink how entertainment works worldwide.
But going global in 2025 means more than just adding subtitles. It’s connecting with audiences, understanding their cultures, and delivering personalized, trustworthy experiences. Scaling today is as much about human insight as it is about technology.
Why emerging markets matter
Deloitte’s ongoing research into digital media trends consistently indicates that a significant portion of new digital media subscribers are expected to originate from emerging economies. These markets are characterized by their mobile-first consumption habits, rich cultural diversity, and a strong appetite for localized digital storytelling and content (Deloitte, 2025). In fact, the GSM Association’s Mobile Economy 2025 report highlights that 70 percent of internet users in sub-Saharan Africa and South Asia access content primarily via mobile devices.
But it’s not just about showing up; it’s about showing up right. In Indonesia, viewers love dramas steeped in local folklore. In Nigeria, mobile money trumps credit cards. And in the Middle East and North Africa, platforms sync content drops with cultural and religious seasons and events like Ramadan. In Latin America, the embrace of Turkish dramas reflects a growing desire for emotional storytelling formats adapted to local tastes.
Mobile-first users in emerging regions often have smaller screen sizes, limited data packages, and community-based content discovery methods.
“The future of global content isn’t just about scale. It’s about depth—emotional, cultural, and contextual,” says Diego Lerner, president of the Walt Disney Co. Latin America.
Thus, we observe how personalization without context is just noise. Cultural nuance turns recommendations into relationships.
AI-driven personalization in these markets
In India, for example, AI on Disney+ Hotstar highlights cricket and regional favorites depending on the season. In Indonesia, Spotify tweaks playlist lengths to suit low-bandwidth connections. Netflix adapts show thumbnails based on what clicks locally, as detailed in the Netflix Tech Blog.
Still, AI isn’t magic, it needs help. The best experiences come from combining smart algorithms with human editors who understand local tastes.
“AI is the new content curator,” says Gustav Söderström, co-president of Spotify. “But what keeps users loyal isn’t just great recommendations; it’s recommendations they trust.”
Cultural relevance: Beyond translation
Emerging markets want more than translated menus—they want platforms that feel like home. That’s why content, design, and pricing need to be localized.
Take India’s “freemium” model: Hotstar offers free shows with ads and layers on premium options for those who can afford more. YouTube’s success in Africa and South Asia was initially fueled by YouTube Go, a lightweight app designed for mobile users in bandwidth-constrained environments. Although YouTube Go was discontinued, YouTube continues to prioritize data-efficient streaming and mobile-first experiences for emerging markets.
The UNCTAD Creative Economy Outlook 2024 reveals the creative sector as a powerful engine for global growth and job creation, particularly in developing economies. Driven by digitalization, it contributes significantly to GDP and employment, empowering creators and fostering new regional ecosystems. This growth, fueled by culturally resonant content, enables developing economies, thus nations, to effectively “leapfrog into high-growth areas.”
Ngozi Madueke-Dozie, former West Africa general manager for the on-demand entertainment company iflix, puts it succinctly: “In Africa, users don’t want a watered-down Western product. They want quality content that speaks to them—in their languages, their rhythms, their realities.”
Trust, data, and ethical AI in the global south
As personalization gets smarter, trust becomes more critical. In emerging markets, digital literacy varies, and data laws are evolving. People want transparency—how their data is used, why they see certain recommendations, and the ability to opt in.
The World Economic Forum reports that emerging economies are developing distinct regulatory frameworks around data sovereignty and consumer rights. India’s Digital Personal Data Protection Act (DPDP) and Brazil’s general data protection law (LGPD) are setting precedents.
“First-party data is the new oil—but if it’s not refined ethically, it’ll burn your credibility,” says Tara Walpert Levy, vice president for the Americas at YouTube and a former vice president for agency and brand solutions at Google.
Call to action: Scale with sensitivity
To succeed in emerging markets, global media leaders need to align innovation with empathy. Here is how they must start:
- Back local talent: Invest in regional studios, writers, and voice actors.
- Use flexible branding: Stay true to your core but adapt look and feel to match local norms.
- Blend AI with humans: Let algorithms do the heavy lifting—but keep humans in the loop for nuance.
- Be upfront with data: Build trust by giving people control and clarity.
“You can’t scale culture through templates,” says Bozoma Saint John, former chief marketing officer at Netflix. “You need frameworks that allow creativity to breathe while staying aligned to a bigger purpose.”
About the author
Rumiza Shakeel Shaikh, MBA ’25 earned a Cornell Tech MBA, focusing on product strategy and AI-driven innovation. With a background in data analytics and customer engagement, she’s passionate about building inclusive, culturally relevant tech products. Her independent research on global media expansion through AI was further inspired by the Emerging Markets Institute at Cornell SC Johnson College of Business, whose case-driven approach deepened her commitment to equitable tech development in high-growth regions. She is an enthusiast for AI-first consumer solutions.
All views expressed in articles published on the Emerging Markets Institute webpage are those of the author(s) and should not be taken as reflecting the views of the Emerging Markets Institute.