On-demand streaming points for and against
Netflix
The good:
Most traditional networks would have the studios spend more money then they would receive back, whereas Netflix has a subtracted distribution fee, and 'offers to pay upfront' costs of production (Andreeva, 2019).
Netflix will also increase money to the studios when they are successful, making it more worthwhile for producers (Andreeva, 2019).
In earlier reports, such as 2017 Netflix has shown to be the most successful streaming online site, as well as being extremely popular overall, with 'nearly 53 million subscribers in the United States' (Watson, 2019).
There is a prediction that Netflix spending will only increase even more significant for more tv content; both already made and new (Nicolaou, 2019).
The bad:
Producers' work is not recognised as successful for their loyal fan base, but if they 'drive subscriptions and viewership' to Netflix (Andreeva, 2019).
- For a show to be considered successful, it has to last for at least six years (Andreeva, 2019).
- If a show is cancelled, Netflix has rules that stop the show moving onto anther network or service for two to three years. Which kills off the show entirely (Andreeva, 2019).
-They have a constant need for new shows, it becomes to be style over substance (Andreeva, 2019).
There is more risk posed to Netflix as a platform for its bigger loans compared to broadcasted networks (Nicolaou, 2019).
OVERAL STREAMING
'with unfettered censorship issues, short seasons models, high production budgets, premium cable has become the coveted development ground for many showrunners because of the lure of artistic freedom, yet it does have its own sacrifices' (Bennett, 2014, p.135).
'streaming content development; with its storied nirvana model that promises showrunners won't get bothered at all by advertiser demands, standards and practices or any critical feedback'Bennett, 2014, p.127).
Good:
Streaming is increasing the amount of new content in the tv industry; in the past 6 years, there has been an increase of 207 new programs since 2012 mainly for these types of platforms (Nicolaou, 2019).
-Streaming sites allows for much more creative ideas, with much higher budgets for each episode (Adalian and Maria Elena Fernandez, 2016).
Streaming sites offer up-front profits and shows do not hold risks of losing out on money; which could be an excellent opportunity for less known creative individuals (Adalian and Maria Elena Fernandez, 2016).
'multiple screens environment is helping to maintain robust consumer demand'(Satell, 2013).
'The economics of premium cable channels might be breaking down. Streaming services like Netflix don’t have to split fees with cable companies, so they can earn more revenue while charging the consumer less, which will allow them to outbid their incumbent rivals in the years to come'(Satell, 2013).
In 2025 there is predicted to be a massive increase in profit in the streaming industry (Cook, 2019).
Streaming sites offer cheaper alternatives to traditional tv, believed by 70% of the public (Cook, 2019).
Rapid improvements and advancements in technology are improving the accessibility and viewing experience of online streaming; aka less of a juddering experience from lagging, with much better quality, how it was initially intended to be seen by the producer (Cook, 2019).
Most people have moved away from traditional t.v, with only a few remaining users being tied down by other benefits such as the internet deals (Cook, 2019).
Most new technology can handle advanced and higher quality technology specs, such as Dolby and 4k (Kennemer and Cohen, 2019).
With most streaming sites, you can stream on multiple devices, between 2-5 screens (Kennemer and Cohen, 2019).
On some streaming sites, you can have special features such as; 'rewind by 20 seconds' options, voice control options (Kennemer and Cohen, 2019). Which gives more accessibility to those less mobile.
22% of adults in the US are using online streaming, there is bound to be a significant increase once younger audiences are older enough to pay for their own streaming sites, especially considering they are labelled the digital generation (Watson, 2019).
With each streaming site, they offer many hours of content, for example, Peacocks a new streaming-site will have over 15,000 hours worth to watch (Marshall, 2019).
With the high competitiveness, There is a push for more new content from each streaming site- giving more opportunities for producers, and as a bonus, more content for viewers to watch (Marshall, 2019).
The practice of cancelling or forgoing a pay television subscription or landline phone connection in favour of an alternative Internet-based or wireless service (Oxford, 2019).
Oxford (2019). Cord Cutting | Definition of Cord Cutting by Lexico. [online] Lexico Dictionaries | English. Available at: https://www.lexico.com/en/definition/cord_cutting [Accessed 8 Nov. 2019].
Online streaming tends to be add-free, unlike traditional television (Levenson and Cohen, 2019).
There is a much more extensive breadth of entertainment options (Levenson and Cohen, 2019). Bad:
-With streaming sites, shows are ending quickly. There is a constant need for 'new' trending shows (Andreeva, 2019).
-There is an extremely smaller average of spent hours watching streamed video content compared to the 25 hours watched using other forms of distribution. Less than half of the average hours are spent streaming (Cook, 2019).
More than half of The us prefers to stream On-Demand content rather than traditional, linear tv (The Nielsen Company (US), 2019).
(Levenson and Waniata, 2019) argues that streaming is 'ever-expanding' with new content, continually growing.
Electronic and proprietary metering technology
In addition to capturing what channels viewers are watching on each television set in the home, our meters can identify who is watching and when, including “time-shifted” viewing—the watching of recorded programming up to seven days after an original broadcast.'
(The Nielsen Company, 2019)
THE BAD:
Online programming is forcing inflation in the market of tv production; increasing the cost and spending on production (Sweney, 2018).
There is an increased risk of copyright and pirating, with less protection (Kennemer and Cohen, 2019).
Good quality video content relies on an internet connection that can handle streaming (Kennemer and Cohen, 2019).
(Pendlebury and Katzmaier, 2019) Argues there may be a lack of things to watch on television; however, many current platforms are becoming competitive and consistently distributing new shows, including original content.
Because of the way live programs are streamed online, there is a potential for lagging behind the live broadcast stream; which could spoil the viewing experience of live-action if results are surfaced before you experience it, e.g. sports scores or talent show results (Pendlebury and Katzmaier, 2019).
The good:
Most traditional networks would have the studios spend more money then they would receive back, whereas Netflix has a subtracted distribution fee, and 'offers to pay upfront' costs of production (Andreeva, 2019).
Netflix will also increase money to the studios when they are successful, making it more worthwhile for producers (Andreeva, 2019).
In earlier reports, such as 2017 Netflix has shown to be the most successful streaming online site, as well as being extremely popular overall, with 'nearly 53 million subscribers in the United States' (Watson, 2019).
There is a prediction that Netflix spending will only increase even more significant for more tv content; both already made and new (Nicolaou, 2019).
The bad:
Producers' work is not recognised as successful for their loyal fan base, but if they 'drive subscriptions and viewership' to Netflix (Andreeva, 2019).
- For a show to be considered successful, it has to last for at least six years (Andreeva, 2019).
- If a show is cancelled, Netflix has rules that stop the show moving onto anther network or service for two to three years. Which kills off the show entirely (Andreeva, 2019).
-They have a constant need for new shows, it becomes to be style over substance (Andreeva, 2019).
There is more risk posed to Netflix as a platform for its bigger loans compared to broadcasted networks (Nicolaou, 2019).
OVERAL STREAMING
'with unfettered censorship issues, short seasons models, high production budgets, premium cable has become the coveted development ground for many showrunners because of the lure of artistic freedom, yet it does have its own sacrifices' (Bennett, 2014, p.135).
'streaming content development; with its storied nirvana model that promises showrunners won't get bothered at all by advertiser demands, standards and practices or any critical feedback'Bennett, 2014, p.127).
In the streaming world, ratings don't matter (Bennett, 2014, p.216).
creative freedom
Online streaming offers more to consumers; more content and more choice (Arthofer et al., 2016).
-Streaming sites allows for much more creative ideas, with much higher budgets for each episode (Adalian and Maria Elena Fernandez, 2016).
Streaming sites offer up-front profits and shows do not hold risks of losing out on money; which could be an excellent opportunity for less known creative individuals (Adalian and Maria Elena Fernandez, 2016).
'multiple screens environment is helping to maintain robust consumer demand'(Satell, 2013).
'The economics of premium cable channels might be breaking down. Streaming services like Netflix don’t have to split fees with cable companies, so they can earn more revenue while charging the consumer less, which will allow them to outbid their incumbent rivals in the years to come'(Satell, 2013).
In 2025 there is predicted to be a massive increase in profit in the streaming industry (Cook, 2019).
Streaming sites offer cheaper alternatives to traditional tv, believed by 70% of the public (Cook, 2019).
Rapid improvements and advancements in technology are improving the accessibility and viewing experience of online streaming; aka less of a juddering experience from lagging, with much better quality, how it was initially intended to be seen by the producer (Cook, 2019).
Most people have moved away from traditional t.v, with only a few remaining users being tied down by other benefits such as the internet deals (Cook, 2019).
You can host your own programs using social media, streaming sites, minus the tight restrictions of traditional programming; mostly being a project funded and time managed by you (Brown and Duthie, 2016, P. 29).
With most streaming sites, you can stream on multiple devices, between 2-5 screens (Kennemer and Cohen, 2019).
On some streaming sites, you can have special features such as; 'rewind by 20 seconds' options, voice control options (Kennemer and Cohen, 2019). Which gives more accessibility to those less mobile.
22% of adults in the US are using online streaming, there is bound to be a significant increase once younger audiences are older enough to pay for their own streaming sites, especially considering they are labelled the digital generation (Watson, 2019).
With each streaming site, they offer many hours of content, for example, Peacocks a new streaming-site will have over 15,000 hours worth to watch (Marshall, 2019).
With the high competitiveness, There is a push for more new content from each streaming site- giving more opportunities for producers, and as a bonus, more content for viewers to watch (Marshall, 2019).
The practice of cancelling or forgoing a pay television subscription or landline phone connection in favour of an alternative Internet-based or wireless service (Oxford, 2019).
Oxford (2019). Cord Cutting | Definition of Cord Cutting by Lexico. [online] Lexico Dictionaries | English. Available at: https://www.lexico.com/en/definition/cord_cutting [Accessed 8 Nov. 2019].
Online streaming tends to be add-free, unlike traditional television (Levenson and Cohen, 2019).
-With streaming sites, shows are ending quickly. There is a constant need for 'new' trending shows (Andreeva, 2019).
-There is an extremely smaller average of spent hours watching streamed video content compared to the 25 hours watched using other forms of distribution. Less than half of the average hours are spent streaming (Cook, 2019).
More than half of The us prefers to stream On-Demand content rather than traditional, linear tv (The Nielsen Company (US), 2019).
(Levenson and Waniata, 2019) argues that streaming is 'ever-expanding' with new content, continually growing.
Electronic and proprietary metering technology
In addition to capturing what channels viewers are watching on each television set in the home, our meters can identify who is watching and when, including “time-shifted” viewing—the watching of recorded programming up to seven days after an original broadcast.'
(The Nielsen Company, 2019)
National and local people meters, which capture information about what’s being viewed and when, and in the major U.S. markets, specifically who and how many people are watching. To measure video content displayed on mobile devices, we have expanded our panels to incorporate census-style data from third parties to capture the breadth and depth of consumer usage.'(The Nielsen Company, 2019)
Constant, real-time stream of information, revealing tuning behaviour during programs and commercials. We can tell clients which ads are being watched, as well as which ones have the most active engagement and impact. We analyse which position in the program or commercial block is most useful for a specific brand and which markets will create the best return on investment for brands. (The Nielsen Company, 2019)
Helps media companies and brands make the right planning and programming decisions. While broadcast, cable, and other TV options maintain their dominance from a video viewing perspective, there’s no denying the growing reach of streaming across the U.S. (The Nielsen Company, 2019)
THE BAD:
"creative freedom comes with a pay-cut" -Steven S. Deknight (Bennett, 2014, p.136).
There is an increased risk of copyright and pirating, with less protection (Kennemer and Cohen, 2019).
Good quality video content relies on an internet connection that can handle streaming (Kennemer and Cohen, 2019).
Despite being promoted as the cheaper alternative to cable television, streaming has hidden costs to efficiently run programs, for example, a good internet connection- which may have steep fees, additionally the prices are gradually increasing (Pendlebury and Katzmaier, 2019).
(Pendlebury and Katzmaier, 2019) Argues there may be a lack of things to watch on television; however, many current platforms are becoming competitive and consistently distributing new shows, including original content.
Because of the way live programs are streamed online, there is a potential for lagging behind the live broadcast stream; which could spoil the viewing experience of live-action if results are surfaced before you experience it, e.g. sports scores or talent show results (Pendlebury and Katzmaier, 2019).
Each streaming service seems very competitive, instead, for example, pulling successful shows from other streaming sites; Producers may find this unattractive as this seems like each platform is battling (Cohen, 2019), and many more new platforms are emerging challenging current streaming platforms (Gates, 2019).
Show creators who go with streaming sites lose most of their rights to the content; its kinda like safeguarding, suitable for beginners but perhaps not suitable for very well established creators who get earn a lot more from their content themselves then Netflix provides. Netflix is a safe bet, you won't lose money, but you won't have a chance to win the prize (Adalian and Maria Elena Fernandez, 2016).
- For creators; there are so many programs on Netflix, and Netflix is decreasing its advertising of each new show; they feel their show becomes lost (Adalian and Maria Elena Fernandez, 2016).
There are fewer episodes per season on streaming sites; which means less money to talents (Adalian and Maria Elena Fernandez, 2016).
- Money used to be made and focused around re-runs, but now the focus has originals. Which, spends more money and earns less, as you can not get money from giving series to other channels or streaming sites; they would no longer be original and draw audiences in (Adalian and Maria Elena Fernandez, 2016).
VIEWING EXPERIENCE/CHANGES TO TV INDUSTRY:
Because of competitiveness, tv programs have become 'high-end', each episode becoming as expensive as some blockbuster films (Sweney, 2018).
- Disney and apple streaming sites are a threat, due to they're already huge success in the world and excellent brand reputation, Amazon Prime is likely to survive because it branches of other money such as amazon, amazon music (Hewgill, 2019).
For both producers and distributors, it's becoming much more competitive with streaming platforms for consumers as they are overwhelming increases, leaving no space in the market (Gates, 2019).
Show creators who go with streaming sites lose most of their rights to the content; its kinda like safeguarding, suitable for beginners but perhaps not suitable for very well established creators who get earn a lot more from their content themselves then Netflix provides. Netflix is a safe bet, you won't lose money, but you won't have a chance to win the prize (Adalian and Maria Elena Fernandez, 2016).
- For creators; there are so many programs on Netflix, and Netflix is decreasing its advertising of each new show; they feel their show becomes lost (Adalian and Maria Elena Fernandez, 2016).
There are fewer episodes per season on streaming sites; which means less money to talents (Adalian and Maria Elena Fernandez, 2016).
Arguably, there are now too many streaming sites, that it's over expanding itself; not making a promising future as it becomes a trend that then is this discarded after its popularity has faded (Adalian and Maria Elena Fernandez, 2016).
- Money used to be made and focused around re-runs, but now the focus has originals. Which, spends more money and earns less, as you can not get money from giving series to other channels or streaming sites; they would no longer be original and draw audiences in (Adalian and Maria Elena Fernandez, 2016).
Streaming networks earn their money by getting people to keep paying monthly to access their on-demand content; hence the need to keep their originals on their platform only, but this earns less money for producers (Adalian and Maria Elena Fernandez, 2016).
Streaming makes it harder to get higher profit, with quality over quantity, and no syndication (Adalian and Maria Elena Fernandez, 2016).
VIEWING EXPERIENCE/CHANGES TO TV INDUSTRY:
Financing of production has been changed, the way the audience view tv has also been changed (Nicolaou, 2019).
Because of competitiveness, tv programs have become 'high-end', each episode becoming as expensive as some blockbuster films (Sweney, 2018).
- Disney and apple streaming sites are a threat, due to they're already huge success in the world and excellent brand reputation, Amazon Prime is likely to survive because it branches of other money such as amazon, amazon music (Hewgill, 2019).
- It's predicted that all streaming sites will merge into one (Hewgill, 2019).
'But the streaming industry is already a crowded market' (Hewgill, 2019).
'Disney has a big advantage because it has decades of filmmaking experience already, according to Shona' (Hewgill, 2019).
'It's been producing its own original content for nearly 100 years and will launch with exclusive content from Marvel, Star Wars, 20th Century Fox, Pixar and National Geographic' (Hewgill, 2019).
'The battle for your screen time is more competitive than ever, With Netflix, Amazon, Disney, Apple, and even the BBC and ITV getting involved, soon we'll have loads of streaming options' (Hewgill, 2019).
Streaming can become expensive as there is a likelihood you will need to have multiple subscriptions to get all the content you desire (Hewgill, 2019).
'The first is exponential growth in streaming, with an accompanying decline in scheduled TV' (BBC NEWS, 2019).
'BritBox quietly launched on 7th November in the UK – following the conclusion of a beta trial phase that had begun in mid-October'.(Dowell, 2019)
'BritBox quietly launched on 7th November in the UK – following the conclusion of a beta trial phase that had begun in mid-October'.(Dowell, 2019)
-Britbox already has 500000 subscribers (BBC NEWS, 2019).
Brits are leaving broadcasted tv for subscription models (BBC NEWS, 2019).
BBC is creating Britbox (BBC NEWS, 2019).
'Dame Carolyn told BBC Radio 4's Today Programme that 43% of all homes which use the Internet are interested in a subscription to BritBox. For homes which already subscribe to Netflix, she said that increased to half of all homes' (BBC NEWS, 2019).
'Dani Warner, TV expert at uSwitch, said it "could be a good way for the BBC especially to recoup losses from Brits abandoning the licence fee for subscription models" (BBC NEWS, 2019).
'Disney has now confirmed that the streaming platform will launch in the UK on March 31 2020'.(Watson, 2019)
'Disney has now confirmed that the streaming platform will launch in the UK on March 31 2020'.(Watson, 2019)
'For the BBC, the iPlayer is still a small part of overall viewing, but the key growth area, especially among the younger audiences who much prefer other digital platforms, particularly YouTube' (BBC NEWS, 2019).
'ITV faces a hugely different set of challenges. It is a mostly ad-funded, linear channel - the opposite of Netflix, a subscriber-driven, streaming service' (BBC NEWS, 2019).
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