Expansion of the core business of traditional media companies in Spain through SVOD services

The strategic importance of the internet for television became evident in the early 2000s, even destabilizing its very concept and finally resulting in convergence towards a profound transformation of the sector. The introduction of global over-the-top (OTT) media services into local markets has led...

Descripción completa

Detalles Bibliográficos
Autores: Alcolea Díaz, Gema|||0000-0003-2731-9014, Marín Lladó, Carles|||0000-0001-7456-5889, Cervi, Laura|||0000-0002-0376-0609
Tipo de recurso: artículo
Fecha de publicación:2022
País:España
Institución:Universitat Autònoma de Barcelona
Repositorio:Dipòsit Digital de Documents de la UAB
Idioma:inglés
OAI Identifier:oai:ddd.uab.cat:258360
Acceso en línea:https://ddd.uab.cat/record/258360
https://dx.doi.org/urn:doi:10.15581/003.35.1.163-175
Access Level:acceso abierto
id ES_709cc2aedb4380a8dc5df4e7841b0993
oai_identifier_str oai:ddd.uab.cat:258360
network_acronym_str ES
network_name_str España
repository_id_str
spelling Expansion of the core business of traditional media companies in Spain through SVOD servicesAlcolea Díaz, Gema|||0000-0003-2731-9014Marín Lladó, Carles|||0000-0001-7456-5889Cervi, Laura|||0000-0002-0376-0609The strategic importance of the internet for television became evident in the early 2000s, even destabilizing its very concept and finally resulting in convergence towards a profound transformation of the sector. The introduction of global over-the-top (OTT) media services into local markets has led to strategic changes in multimedia groups. This study considers the subscription video-on-demand (SVOD) services of Atresmedia and Mediaset España, the two main traditional media organizations in Spain that form a duopoly in the country's commercial television sector, with the aim of understanding and evaluating their positioning strategy in this market and the results obtained through the diversification of their core business. Based on an analysis of their content, price, and promotion policies and the results in terms of subscriptions and revenues, slight differences emerge regarding the strategy and scope of these two groups in their own environment in the sector. They compete for customers to achieve growth in the audiovisual market while seeking to retain a cross-media, multiplatform audience, as well as expand their core business of commercial linear television against a background of a reduction of advertising spend on television and the expected increase of hybrid financing models. 22022-01-0120222022-01-01Articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://ddd.uab.cat/record/258360https://dx.doi.org/urn:doi:10.15581/003.35.1.163-175reponame:Dipòsit Digital de Documents de la UABinstname:Universitat Autònoma de BarcelonaInglésengopen accesshttp://purl.org/coar/access_right/c_abf2Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, i la comunicació pública de l'obra, sempre que no sigui amb finalitats comercials, i sempre que es reconegui l'autoria de l'obra original. No es permet la creació d'obres derivades.https://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:ddd.uab.cat:2583602026-06-06T12:50:31Z
dc.title.none.fl_str_mv Expansion of the core business of traditional media companies in Spain through SVOD services
title Expansion of the core business of traditional media companies in Spain through SVOD services
spellingShingle Expansion of the core business of traditional media companies in Spain through SVOD services
Alcolea Díaz, Gema|||0000-0003-2731-9014
title_short Expansion of the core business of traditional media companies in Spain through SVOD services
title_full Expansion of the core business of traditional media companies in Spain through SVOD services
title_fullStr Expansion of the core business of traditional media companies in Spain through SVOD services
title_full_unstemmed Expansion of the core business of traditional media companies in Spain through SVOD services
title_sort Expansion of the core business of traditional media companies in Spain through SVOD services
dc.creator.none.fl_str_mv Alcolea Díaz, Gema|||0000-0003-2731-9014
Marín Lladó, Carles|||0000-0001-7456-5889
Cervi, Laura|||0000-0002-0376-0609
author Alcolea Díaz, Gema|||0000-0003-2731-9014
author_facet Alcolea Díaz, Gema|||0000-0003-2731-9014
Marín Lladó, Carles|||0000-0001-7456-5889
Cervi, Laura|||0000-0002-0376-0609
author_role author
author2 Marín Lladó, Carles|||0000-0001-7456-5889
Cervi, Laura|||0000-0002-0376-0609
author2_role author
author
description The strategic importance of the internet for television became evident in the early 2000s, even destabilizing its very concept and finally resulting in convergence towards a profound transformation of the sector. The introduction of global over-the-top (OTT) media services into local markets has led to strategic changes in multimedia groups. This study considers the subscription video-on-demand (SVOD) services of Atresmedia and Mediaset España, the two main traditional media organizations in Spain that form a duopoly in the country's commercial television sector, with the aim of understanding and evaluating their positioning strategy in this market and the results obtained through the diversification of their core business. Based on an analysis of their content, price, and promotion policies and the results in terms of subscriptions and revenues, slight differences emerge regarding the strategy and scope of these two groups in their own environment in the sector. They compete for customers to achieve growth in the audiovisual market while seeking to retain a cross-media, multiplatform audience, as well as expand their core business of commercial linear television against a background of a reduction of advertising spend on television and the expected increase of hybrid financing models.
publishDate 2022
dc.date.none.fl_str_mv 2
2022-01-01
2022
2022-01-01
dc.type.none.fl_str_mv Article
http://purl.org/coar/resource_type/c_6501
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://ddd.uab.cat/record/258360
https://dx.doi.org/urn:doi:10.15581/003.35.1.163-175
url https://ddd.uab.cat/record/258360
https://dx.doi.org/urn:doi:10.15581/003.35.1.163-175
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
https://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Dipòsit Digital de Documents de la UAB
instname:Universitat Autònoma de Barcelona
instname_str Universitat Autònoma de Barcelona
reponame_str Dipòsit Digital de Documents de la UAB
collection Dipòsit Digital de Documents de la UAB
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869410593204600832
score 15.300719

Similares en LA Referencia