El mercado del vídeo en streaming: un análisis de la estrategia de Disney+
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Resumen: El lanzamiento internacional de Disney+ en noviembre del 2019 significó la entrada de Disney con una marca propia en el mercado de la venta directa de servicios al consumidor de vídeo bajo demanda por suscripción (SVOD). Este mercado, aunque con Netflix como líder destacado, se encuentra en una fase de consolidación que podría llevar a la desaparición de muchos operadores, ya que aunque las cadenas de TV de pago, como los cableoperadores en EUA, están creando sus propias plataformas por la pérdida de abonados en su negocio principal, todos se enfrentan a nuevas amenazas como el aumento de los costes de operación, la necesidad de incrementar la inversión en producción propia y otras derivadas de los nuevos hábitos de consumo como la fatiga del consumidor. Este articulo analiza, mediante la metodología del caso de estudio aplicado, la estrategia de Disney para posicionar Disney+ con éxito en un corto periodo de tiempo y confirma hallazgos de estudios previos sobre la naturaleza y evolución del sector y tendencias como su alto grado de concentración, lo que apunta hacia la compleja realidad del mercado SVOD, el valor que siguen teniendo las marcas globales en esta etapa y finalmente permite analizar las posibilidades reales de crear un nuevo mercado del vídeo en streaming con menores barreras de entrada.
Abstract: The international launch of Disney+ in November 2019 marked the entry of Disney with its own brand into the market for direct sales of subscription video-on-demand (SVOD) consumer services. This market, although with Netflix as a prominent leader, is still in a consolidation phase that could lead to the disappearance of many operators since although traditional pay TV operators, such as cable operators in the US, are developing their own platforms due to subscriber loss in their core business, all face new threats such as increased operating costs, the need to increase investment in own production and others derived from new consumption habits such as consumer fatigue. This article analyzes, through the applied case study methodology, Disney’s strategy to position Disney+ successfully in a short period of time and confirms findings from previous studies on the nature and evolution of the sector and trends like its high degree of concentration. which points to the complex reality of the SVOD market, the value that global brands would continue to have at this stage and finally allows us to analyze the real possibilities of creating a new streaming video market with lower entry barriers.
Abstract: The international launch of Disney+ in November 2019 marked the entry of Disney with its own brand into the market for direct sales of subscription video-on-demand (SVOD) consumer services. This market, although with Netflix as a prominent leader, is still in a consolidation phase that could lead to the disappearance of many operators since although traditional pay TV operators, such as cable operators in the US, are developing their own platforms due to subscriber loss in their core business, all face new threats such as increased operating costs, the need to increase investment in own production and others derived from new consumption habits such as consumer fatigue. This article analyzes, through the applied case study methodology, Disney’s strategy to position Disney+ successfully in a short period of time and confirms findings from previous studies on the nature and evolution of the sector and trends like its high degree of concentration. which points to the complex reality of the SVOD market, the value that global brands would continue to have at this stage and finally allows us to analyze the real possibilities of creating a new streaming video market with lower entry barriers.