The streaming industry and the platform economy: An analysis

As television is embracing a new set of internet-related technologies, the medium is transitioning from broadcasting to streaming. With it, a new mode of distribution has emerged: the streaming platform. This research makes a three-pronged effort to assess their impact on the TV industry: it analyses the way platforms monetize content; it distinguishes types of streaming platforms based on a set of criteria that includes supply-chain arrangements and the way they structure commercial transactions among different sets of participants, and it considers the ownership of streaming services. This article contributes to media and communication studies by combining the platform literature with global value chain (GVC) theory in order to foster our understanding of streaming platforms. It contextualizes streaming platforms in the history of television and analyses how they are transforming the medium.