Abstract

Consumers increasingly seek to understand the people, systems, and processes behind their food, and many turn to entertainment media for that information. Streaming platforms such as Netflix, with more than 200 million global subscribers, have become influential spaces where audiences encounter agriculture, food, and natural resources (AFNR), some for the first time. Previous research indicates that entertainment media can shape public perceptions, reinforce stereotypes, and spread misinformation about agriculture. Yet, no studies have examined how agriculture is represented within Netflix's search environment itself. This exploratory study conducted a quantitative content analysis of 73 agriculture-related videos identified through six Netflix search terms (agriculture, farming, ranching, food production, food, and natural resources). Written descriptions were coded for emergent themes, and thumbnail images were analyzed for dominant visual features. The most frequent theme was cultural knowledge (23.8%), followed by miscellaneous (19.0%) and real-life characters (14.2%). Thumbnails most often featured people (26.7%) and food (25.3%). Findings suggest audiences encounter agriculture on Netflix primarily through culinary and cultural frames, rather than production or policy contexts. Agricultural communications researchers, practitioners, and educators should be aware of the representations of agriculture in entertainment and educational media, especially as these media may be the only exposure the public has to AFNR. As viewership of AFNR-related content grows, agricultural communicators should recognize streaming media as a key venue for engaging and educating the public about modern agriculture. This study underscores the need for agricultural communicators to monitor and engage with digital portrayals to foster accurate representations of the industry.

Keywords: Entertainment Media, Netflix, Streaming Platforms, Representation of Agriculture

How to Cite:

Chase, L., Stone, W., & Millhollin, M. (2026). What’s on Netflix? An exploratory content analysis of agriculture, food, and natural resource-related videos on Netflix. Journal of Applied Communications, 110(1), 1–7. https://doi.org/10.4148/jac.20858