In January 2007, Netflix transitioned from a mail-order DVD rental system to an Over-the-Top (OTT) platform, allowing customers to directly watch content over the internet. Shortly thereafter, other companies, like HBO, Prime Video, and Hulu followed suit, upending the media ecosystem. These streaming services offered an ad-free, convenient and customizable viewing, becoming a major competitor to traditional media, which still relied on an advertising model.
However, in the early 2020’s, this new model started to show cracks. In 2022, Netflix announced a significant drop in subscriber numbers as new streaming services like Paramount+ and Peacock reclaiming their Intellectual Property, moving content away from Netflix. As a result, Netflix incorporated plans to introduce advertising on its platform and limited the common practice of sharing accounts with other households. Soon, other streaming services enforced similar measures.
The proliferation of new streaming platforms and video-based social media platforms (like Twitch and Kick) and the withdrawal of big markets (like Russia) created an uncertain future for Netflix and other older streaming services.
As we approach nearly twenty years since the emergence of streaming services, now is a good moment to reflect on the past, examine its impact, and explore how streaming media will further evolve.
This Collection will explore changes both within streaming platforms and the media ecosystem at large. We welcome submissions that explore how streaming platforms have impacted content and its audiences as well as those involved in content production including (but not limited to) producers, writers, and advertisers. We especially encourage submissions from all regions to showcase streaming service’s impacts on local media industries and global audiences alike.
Potential topic ideas include, but are not limited to:
- Traditional and streaming media in the age of short video content
- Incorporating advertising and monetization strategies
- Audience response to ads on streaming services
- Streaming services’ impact on local media
- Competition between streaming services
- Dissemination of media on streaming platforms
- Storytelling, genre, and creativity on streaming services
Keywords to Describe Article Collection
- Streaming media
- Over-the-top platform
- Television production
- Media industries
- Media production
