Audiovisual diversity and subscription video-on-demand services: Mapping the territory in Spain

AUTOR/A(ES): Josep Pedro y Luis A. Albornoz
AÑO: 2024

Josep Pedro & Luis A. Albornoz (2024) en Joan Pedro-Carañana, Rodrigo Gómez, Thomas F. Corrigan, Francisco Sierra Caballero (eds.), Political Economy of Media and Communication. Methodological Approaches. Routledge, ISBN: 9781032473062.

Following an audiovisual diversity perspective rooted in political economy of communication, this chapter explores the transformations brought by the presence of subscription video-on-demand service providers in the Spanish audiovisual market and media landscape. It focuses on companies operating on a global scale, headquartered in the U.S but with local subsidiary companies, such as Netflix Spain, Amazon Prime Video, Disney+, HBO Max and Apple TV+.
First, it provides an overview of the global popularisation of SVOD services and its reception in Spain. Then, it discusses and reflects on the methodological design of the project, particularly in relation with two specific objectives: 1. To study the regulation of SVOD services at national and international level, as well as the implementation of policies. And 2. To analyse the integration of the observed operators in the Spanish audiovisual market, examining the main advertising and promotion strategies developed. Finally, the conclusions draw on certain results, ongoing research lines and challenges.
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