El mercado del vídeo en streaming: un análisis de la estrategia de Disney+
DOI:
https://doi.org/10.3145/epi.2021.jul.13Palabras clave:
Disney, Vídeo, Streaming, SVOD, Medios, TV, Estrategia, Disney , Valor de marca, Industria del entretenimientoResumen
El lanzamiento internacional de Disney+ en noviembre del 2019 significó la entrada de Disney con una marca propia en el mercado de la venta directa de servicios al consumidor de vídeo bajo demanda por suscripción (SVOD). Este mercado, aunque con Netflix como líder destacado, se encuentra en una fase de consolidación que podría llevar a la desaparición de muchos operadores, ya que aunque las cadenas de TV de pago, como los cableoperadores en EUA, están creando sus propias plataformas por la pérdida de abonados en su negocio principal, todos se enfrentan a nuevas amenazas como el aumento de los costes de operación, la necesidad de incrementar la inversión en producción propia y otras derivadas de los nuevos hábitos de consumo como la fatiga del consumidor. Este articulo analiza, mediante la metodología del caso de estudio aplicado, la estrategia de Disney para posicionar Disney+ con éxito en un corto periodo de tiempo y confirma hallazgos de estudios previos sobre la naturaleza y evolución del sector y tendencias como su alto grado de concentración, lo que apunta hacia la compleja realidad del mercado SVOD, el valor que siguen teniendo las marcas globales en esta etapa y finalmente permite analizar las posibilidades reales de crear un nuevo mercado del vídeo en streaming con menores barreras de entrada.
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