#ZOSTAŃWDOMU przed ekranem
#STAYATHOME in front of a screen

Subscription VOD market in the context of SARS-COV-2 pandemia

Summary/Abstract: The article’s main goal was to show the impact of novel coronavirus pandemic on the video-on-demand market and its social consequences. The author argues that the phenomenon of mass social isolation imposed by governments all across the world can be seen not as an exemption form otherwise steady media market, but rather as an acceleration of changes, which began to form as early as 40 years ago. Among the most prominent developments which happened during those 4 decades on the television market is the rise of VOD platforms such as Netflix, Amazon Prime Video or even HBO GO, and their gradual dominance over traditional agents such as film studios and TV stations. The #Stayathome movement which is the result of mass social distancing, like no other phenomenon before SARS-CoV-2 pandemic shows that the once mainstream model of media consumption based on the so-called top-down approach is gradually stepping down. In its place a new model is currently forming. One that is based on users’ preferences, recommendations obtained from gathered data and personalisation of media messages. In order to fully understand the true impact of mentioned process and to predict its possible outcomes there is a need to study media market not only from the economic or legal point of view, but also maybe more importantly, from the perspective of modern societies and VOD platforms. The example of changes arising in the light of SARS-CoV-2 pandemic, their multiplicity and diversity of fields from the impact on human behavior and everyday practices to government or EU-imposed laws and directives, shows in consequence the complexity of modern media market.

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