Streaming media business strategies and audience-centered practices: a comparative study of Netflix and Tencent Video

Online Media and Global Communication Pub Date : 2023-03-01 DOI:10.1515/omgc-2022-0061

Wenjia Tang, Mingou Wei

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引用次数: 1

Abstract

Abstract Purpose This comparative study of streaming services in different cultural and economic contexts shows how they optimize the user experience by improving recommendation algorithms, upgrading infrastructure, and developing global services, in responding to the crisis of losing subscribers. Method We use analysis of industry documents to demonstrate how different approaches to streaming video business value user-generated data and reconstruction practices. Findings There is already a similar trend among global streaming platforms to create a pan-media entertainment & cultural service by increasing revenue streams and merchandise offering categories, as well as keeping subscriptions and attracting more viewers in the long run. Practical implications The study displays how streaming platforms with SVOD, AVOD, and Mix-funded modes are changing their business strategies in the current hyperinflationary and increasingly competitive media market, updating how they create user-centered practices in search of ultimate commercial success. Social implications It also illustrates how different commercial streaming service formats end up with similar solutions to the challenges. Originality/value The study is a comparative analysis of the streaming phenomenon as it happens in real-time, complementing the observation and evaluation of the latest updates in the streaming industry and predicting the future trends of global brands in the digital ecosystem under different commercial and cultural logics.

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流媒体商业策略与以观众为中心的实践——Netflix与腾讯视频的比较研究

摘要目的这项对不同文化和经济背景下的流媒体服务的比较研究表明，它们如何通过改进推荐算法、升级基础设施和发展全球服务来优化用户体验，以应对用户流失的危机。方法我们使用行业文件的分析来展示流媒体视频业务的不同方法如何价值用户生成的数据和重建实践。调查结果全球流媒体平台已经出现了类似的趋势，通过增加收入流和商品供应类别，以及保持订阅和吸引更多观众，来创建泛媒体娱乐和文化服务。实际意义该研究展示了具有SVOD、AVOD和Mix资助模式的流媒体平台如何在当前恶性通货膨胀和竞争日益激烈的媒体市场中改变其商业战略，更新了他们如何创造以用户为中心的实践，以寻求最终的商业成功。社会影响它还说明了不同的商业流媒体服务格式如何最终获得类似的挑战解决方案。原创性/价值该研究是对流媒体现象实时发生的比较分析，补充了对流媒体行业最新更新的观察和评估，并预测了不同商业和文化逻辑下全球品牌在数字生态系统中的未来趋势。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Online Media and Global Communication Communication, Media Studies, Internet Studies, International Studies, International Relations-

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期刊介绍： Online Media and Global Communication (OMGC) is a new venue for high quality articles on theories and methods about the role of online media in global communication. This journal is sponsored by the Center for Global Public Opinion Research of China and School of Journalism and Communication, Shanghai International Studies University, China. It is published solely online in English. The journal aims to serve as an academic bridge in the research of online media and global communication between the dominating English-speaking world and the non-English speaking world that has remained mostly invisible due to language barriers. Through its structured abstracts for all research articles and uniform keyword system in the United Nations’ official six languages plus Japanese and German (Arabic, Chinese, English, French, Russian, Spanish, Japanese, and German), the journal provides a highly accessible platform to users worldwide. Its unique dual track single-blind and double-blind review system facilitates manuscript reviews with different levels of author identities. OMGC publishes review essays on the state-of-the-art in online media and global communication research in different countries and regions, original research papers on topics related online media and global communication and translated articles from non-English speaking Global South. It strives to be a leading platform for scientific exchange in online media and global communication. For events and more, consider following us on Twitter at https://twitter.com/OMGCJOURNAL. Topics OMGC publishes high quality, innovative and original research on global communication especially in the use of global online media platforms such as Facebook, TikTok, YouTube, Twitter, Instagram, WhatsApp, Weibo, WeChat, Wikipedia, web sites, blogs, etc. This journal will address the contemporary concerns about the effects and operations of global digital media platforms on international relations, international public opinion, fake news and propaganda dissemination, diaspora communication, consumer behavior as well as the balance of voices in the world. Comparative research across countries are particularly welcome. Empirical research is preferred over conceptual papers. Article Formats In addition to the standard research article format, the Journal includes the following formats: ● One translation paper selected from Non-English Journals that with high quality as “Gems from the Global South” per issue ● One review essay on current state of research in online media and global communication in a country or region