CONNECTED VIEWING: SELLING, STREAMING, & SHARING MEDIA IN THE DIGITAL ERA

摘要

The widespread diffusion of mobile devices and the spectacular growth of broadband connectivity has enabled the proliferation of video streaming services that have established themselves as a maturing, yet viable industry. Data provided by analyst Digital TV Research (2015) project a doubling in global video streaming revenues from $26 billion in 2015 to $51.1 billion in 2020 and emphasize the expanding importance of online video in the TV market. Subscription video-on-demand (SVOD) is expected to become the largest revenue source in 2020, overtaking advertising as main pillar of the business model of over-the-top (OTT) video platforms. Moreover, Deloitte (2014) predicts that OTT services, and especially Netflix's expansion to Western Europe, Australia and Latin America, will sustain further growth of this billion-dollar industry. Since Netflix has started producing original series (House of Cards, Orange Is the New Black, Marco Polo etc.) and allows people to consume multiple episodes in one time (i.e. binge-viewing), streaming video challenges conventional understandings of how TV/video content is produced, distributed and consumed.