The Endless Scroll of Streaming
One of my favorite ways to unwind at the end of a long day is by watching television. I am currently subscribed to three different streaming services, and I often find myself scrolling through each one for a large chunk of time, before settling on something to watch. Before streaming, I would pick any channel on cable and simply settle for what was on at that moment. Now, we live in a world with endless film and television consumption options, which led me to question how the way we consume media has changed.
The popularity of streaming rose immensely in 2020 due to the worldwide effects of COVID-19. In the past year alone, the subscriber rate across all streaming services increased by 50% worldwide. By the end of 2020, Netflix had gained 2.2 million new subscribers as many people were desperate for distractions while stuck inside their homes. Shows at the time like Tiger King and Outer Banks had the internet buzzing, and created a sense of ‘FOMO’ for those who hadn’t seen them, thus generating more traction for the app that created these shows: Netflix.
Netflix is currently the top streaming service, locking in over 204 million subscribers worldwide. Part of Netflix’s success comes from it being the first streaming app to be popularized. Moreover, Netflix has a good grasp on what their viewers want, even having coined a term for the specific science used to entice people to join the platform, referred to as “Netflixonomics”. The site has various tactics going on behind the scenes, which work to make the app seem more inviting. For example, Netflix identified over 2,000 unique taste clusters based on the viewing habits of its users. The service tracks each user and assigns them to various clusters, such as “supernatural” or “extreme worlds”. These clusters help the company market to niche audiences, also allowing Netflix to estimate how well a certain show or film will perform based on its targeted viewers. Additionally, this information helps them create your homepage of suggested titles, as they promote specific films and shows which they think you will actually watch. Netflix even changes the art poster according to what they believe you are more likely to click on.
It is clear, therefore, how Netflix has become a favourite for many. However, the company has faced significant backlash for its lack of diversity. The streaming giant has claimed to take supportive steps for improving diversity, such as creating the Netflix Fund for Creative Equity, which will invest $100 million into organizations that aid underrepresented communities in the film industry. The company has also increased its inclusion of women and African American representation in its shows and the workplace, however, these steps have not translated directly into any real change yet. Other racial and ethnic groups remain underrepresented at Netflix. LatinX characters constituted only 4% of leads and LGBTQ+ characters were just as rare. So, although the service includes lots of remarkable content, it certainly does not accurately reflect all of the people who are watching it. This is an important step Netflix, (and all other content services), need to work on, since a large part of enjoying movies and TV shows is about connecting with the characters on the screen.
One of the top benefits of streaming is that these platforms are designed to be convenient for the customers; the ability to watch what you want, when you want, and how you want, is the ultimate dream for most consumers. As a result, these services are designed to be available on all devices. As technology continues to grow in speed and bandwidth, the way we consume content changes accordingly. Consumers today are obsessed with technology because of the instant gratification it gives us, but these companies are aware that consumers increasingly want more options - not just the convenience of streaming.
This boils down to my original question; is endlessly scrolling through multiple services a night actually better than just relying on cable? I believe so! Who wouldn’t want hundreds of hand-picked options ready to watch at any time? However, it is important to call into question what this means for the future of content... Netflix, Hulu, HBO Max, Amazon Video, Peacock (the list goes on) and I’m afraid the list of platforms will continue to grow. Each platform offers different packages, with costs varying between $5 and $13 a month, and these plans vary based on advertisements, the number of screens, and added live TV. Cable can typically cost around $100, so streaming may be the cheaper option for most. However, each service is battling for not only our wallets but our attention. Warner Media (the owner of HBO Max) announced that they will be following a day-to-date release schedule; they plan on releasing 17 films this year on HBO Max and in theaters simultaneously. This strategic move will be financially beneficial for HBO Max, also increasing the likelihood of at-home viewing - even after the pandemic is over. I believe movie theaters will regain power as Covid-19 diminishes, however, there will be a change in the theatrical exhibition time periods, (meaning that films will be released on streaming services shortly after, if not during, their time in theaters). With the help of the ongoing quarantine, streaming has become a regularized process of content consumption that some prefer over the traditional method of theaters, and I believe that in the future, streaming could amass enough power to completely take over television.
Works Cited
https://secondmeasure.com/datapoints/streaming-services-grow-fifty-percent-covid-19/
http://www.amandalotz.com/netflix-30-qa/2020/7/20/q14-what-concepts-are-key-to-netflixs contentstrategies#:~:text=Taste%20clusters%20are%20a%20concept,using%20analysis%20of%20viewi ng%20patterns
https://www.foxbusiness.com/technology/how-many-movies-on-netflix
https://www.visualcapitalist.com/which-streaming-service-has-the-most-subscriptions/