Curated Cinema: MUBI as a Patron of the Arts

The contemporary streaming economy is characterized by increased fragmentation and competition, enabled by demarcated access to content. Media branding is essential for streaming platforms to differentiate themselves and strengthen their brand identities. Yet, research on the branding of streaming platforms has mainly focused on dominant algorithm-driven platforms such as Netflix. MUBI is presented as an alternative to algorithmic platforms, as it operates under a curation-based model, in an effort to promote arthouse and quality films. To investigate MUBI's branding and strategic positioning in the industry, the study was guided by the following research questions : "How does MUBI use strategic branding to position itself as a cultural tastemaker in the streaming industry?", and "How is MUBI positioned as a cultural tastemaker within industry discourse?". To answer these research questions, qualitative thematic analysis of MUBI's curated collections, promotional materials (including Instagram posts and newsletters), and industry trade press publications was conducted. In addition, this thesis was grounded in the media industry studies approach. This allowed inquiry into how MUBI's institutional practices are shaped by the broader industry and how this affects the platform's industry positioning. Open, axial, and selective coding, revealed three main patterns of findings. Firstly, by promoting auteur, regionally and thematically diverse films, and foregrounding its editorial voice, MUBI cultivates symbolic capital, signalling how curation is both an aesthetic choice and a strategic branding tool for the platform to gain cultural authority. Second, MUBI strengthens its brand identity by deliberately employing scarcity, emotional tone, and aligning with traditional cinephile practices. Through these practices, the platform cultivates trust and loyalty, which reaffirms its tastemaker status. Lastly, in the examined trade press articles, MUBI's institutional practices are positioned as both artistically and commercially viable, signifying how the company is able to expand its operations whilst maintaining its core brand values. This helps the platform differentiate from other streamers and gain a competitive advantage in the market. Overall, this thesis offers evidence for an analytical framework to understand how niche streaming platforms position themselves in the streaming economy, and how this is perceived and influenced by the wider industry. It also contributes to media industry studies by illustrating the nuanced interaction between modern-day niche media companies' institutional practices and the production of symbolic capital. By providing a detailed case study on MUBI, this thesis demonstrates the dual function of branding as being both a symbolic and strategic tool for differentiation and growth in the digital streaming economy.