Minority representation in the streaming era: An analysis of Jewish identity in competing subscription video on-demand platforms Matt Sienkiewicz Boston College, Chestnut Hill, MA, USA Michael L. Wayne Erasmus Universiteit Rotterdam, Rotterdam, The Netherlands Abstract This article considers how three competing subscription video on-demand services (SVODs) – Jewzy, ChaiFlicks, and IZZY – attract American Jewish subscribers via content selection, platform design, and marketing rhetoric. Although these three SVODs offer similar catalogs, they nonethe- less foreground distinct elements of Jewish life, history, and practice. This process of commercial framing, the paper argues, creates unique brand identities for the three services that align with three different approaches to the construction of American Jewish identity. The article goes on to show that these SVODs offer an opportunity to revisit core assumptions embedded within Jewish screen studies and minority screen representation studies more broadly. Minority identity on screen is most often studied through the interpretation of key instances of minority represen- tation. These SVODs instead emphasize the dynamics of interpellation, as they hail viewers by appealing to limited, pre-constructed concepts of cultural identity while offering entire platforms worth of representations. Keywords cultural identity, global media, Jewish studies, minority representation, streaming video Corresponding author: Matt Sienkiewicz, Communication, Boston College, 140 Commonwealth Ave, Chestnut Hill, MA 02467, USA. Email: matt.sienkiewicz@bc.edu International Journal of Cultural Studies 2023, Vol. 26(2) 145–163 © The Author(s) 2023 Article reuse guidelines: sagepub.com/journals-permissions DOI: 10.1177/13678779231155507 journals.sagepub.com/home/ics Original Article