El nuevo negocio mediático liderado por Netflix: Estudio del modelo y proyección en el mercado español

Izquierdo-Castillo, Jessica El nuevo negocio mediático liderado por Netflix: Estudio del modelo y proyección en el mercado español. El profesional de la información, 2015, vol. 24, n. 6, pp. 819-826. [Journal article (Paginated)]

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English abstract

The new media business concept led by Netflix: a study of the model and its projection into the spanish market New actors who link their activity to content distribution are leading the business of online media content. These actors adapt their operations to the demands of converging media context, and they propose business models oriented to user satisfaction. Among them, Netflix is notably highlighted for leadership in its home market, the United States, and in its international expansion. This paper presents in detail the Netflix business model with a case study that focuses on three key areas: the catalogue and monetization formula, policy relationships with key audiences (users, content providers and internet providers) and its internationalization strategy. Based on the results, the projection of this model in the Spanish media market can begin to be discussed.

Spanish abstract

El negocio de contenidos mediáticos en internet está liderado por nuevos agentes que vinculan su actividad con la distribución de contenidos. Estos actores trabajan adaptados a las demandas del contexto convergente mediático, y proponen modelos de negocio orientados hacia la satisfacción del usuario. Entre ellos, destaca notablemente el caso de Netflix, por el liderazgo que ejerce en su mercado doméstico, Estados Unidos, así como por su expansión internacional. Se presenta en profundidad el modelo de negocio de Netflix con un caso de estudio que se articula en tres aspectos fundamentales: la fórmula de monetización y configuración de catálogo, la política de relaciones con sus principales públicos (usuarios y proveedores de contenido y de red) y su estrategia de internacionalización. A partir de los resultados, se abre una discusión sobre la proyección de este modelo en el mercado mediático español.

Item type: Journal article (Paginated)
Keywords: Distribución online; Contenido; Contenidos audiovisuales; Medios; Vídeo; Internet; Convergencia; Audiencias; Modelos de negocio; Netflix; Online distribution; Content; Audiovisual content; Media; Video; Convergence; Audiences; Business models.
Subjects: F. Management.
F. Management. > FB. Marketing.
H. Information sources, supports, channels. > HH. Audio-visual, Multimedia.
K. Housing technologies.
L. Information technology and library technology > LC. Internet, including WWW.
Depositing user: Marie-Pierre Bouyssou
Date deposited: 15 Nov 2016 18:06
Last modified: 15 Nov 2016 18:06
URI: http://hdl.handle.net/10760/30307

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