<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>International streaming platforms have broken into the European market and are partnering with local production companies to produce content. Online consumption generates a huge database on the tastes and consumption patterns of viewers. Although the business of video streaming platforms is to attract subscribers, all this data could be used to produce content adapted to the different sensibilities of the audience. We want to investigate to what extent entry of the streaming companies has impacted the creativity of the production process in Spain and how creativity may be affected by this. We carried out semi-structured interviews with creative workers who produce for both linear television channels and video on demand platforms. The sample focuses on four workers from independent production companies with years of experience working for the television channels that have started working for new streaming companies. Their responses imply that big data does not appear to reduce uncertainty and is not applied to make decisions in the first stages of the production process. However, production of local shows has changed significantly.</p>
</abstract>

International streaming platforms have broken into the European market and are partnering with local production companies to produce content. Online consumption generates a huge database on the tastes and consumption patterns of viewers. Although the business of video streaming platforms is to attract subscribers, all this data could be used to produce content adapted to the different sensibilities of the audience. We want to investigate to what extent entry of the streaming companies has impacted the creativity of the production process in Spain and how creativity may be affected by this. We carried out semi-structured interviews with creative workers who produce for both linear television channels and video on demand platforms. The sample focuses on four workers from independent production companies with years of experience working for the television channels that have started working for new streaming companies. Their responses imply that big data does not appear to reduce uncertainty and is not applied to make decisions in the first stages of the production process. However, production of local shows has changed significantly.

Are Video Streaming Platforms Stifling Local Production Creativity? The Spanish Case

Marketing and Media Management Department

School of Communication, Universidad de Navarra

Creativity. Theories – Research - Applications

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

International streaming platforms have broken into the European market and are partnering with local production companies to produce content. Online...

Are Video Streaming Platforms Stifling Local Production Creativity? The Spanish Case

Published Online: Feb 04, 2023

Page range: 138 - 155

Received: Jan 13, 2022

Accepted: Sep 08, 2022

DOI: https://doi.org/10.2478/ctra-2022-0015

Keywords
creativity, audiovisual production, streaming platforms, consumer data, subscription video-on-demand (SVOD), television industry

© 2022 Mercedes Medina et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Are Video Streaming Platforms Stifling Local Production Creativity? The Spanish Case

Published Online: Feb 04, 2023

Page range: 138 - 155

Received: Jan 13, 2022

Accepted: Sep 08, 2022

DOI: https://doi.org/10.2478/ctra-2022-0015

Keywordscreativity, audiovisual production, streaming platforms, consumer data, subscription video-on-demand (SVOD), television industry

© 2022 Mercedes Medina et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
creativity, audiovisual production, streaming platforms, consumer data, subscription video-on-demand (SVOD), television industry