DIGITAL TELEVISION – THE NEAR ERA OF BUNDLED STREAMERS
DIGITAL TELEVISION – THE NEAR ERA OF BUNDLED STREAMERS

Author(s): Maya Vassileva
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: traditional broadcasters; streaming services; OTT (Over the Top) Services; SVOD (Video on Demand services); bundled streaming
Summary/Abstract: Global television corporations approach ongoing transformation from traditional broadcasters into leading global digital entertainers and it is a natural evolution as consumer behaviors change. Demand for content is what drives consumption on all platforms – linear and OTT alike. Online video consumption rises every year and is soon set to be 50% mobile, as well as 50% on-demand. The key battle between leading global digital entertainers and streaming dominators, as usual, will be well-observed on US market.On a global scale for an industry worth, first there was Netflix, then we had Amazon Prime Video, later appeared Hulu and over the coming few months several big new streaming services will drop from Apple, Disney, NBC Universal and Warner Media. Despite its obvious leadership in terms of original content production, Netflix is already feeling the pressure from the upcoming new players.Streaming services will have achieved its unstated goal of becoming a “replacement”for traditional, cable and satellite television. It is a matter of precise prediction, based on price policy and business establishment, how serious consumers will get about bundling. In dynamic digital societies bundling has already started as consumers will not want to subscribe to dozens of “Video on Demand” services separately. Digital streaming platforms will seek to bundle and sell a package of internet-delivered content.Media convergence also reveals potential for bundling streaming services and gains a deeper and broader understanding of what makes audiences tick.

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