Con la aparición de una plataforma de streaming tan potente como Youtube, en 2005, la televisión y el cine dejaron de acaparar la atención de las audiencias del entretenimiento de ese tiempo. Al cabo de los años, otras plataformas como Netflix, Amazon Prime y HBO han surgido para crear una gran competencia entre ellas. A diferencia de Youtube, que con la aparición de los smartphones y tablets se pudo consumir en cualquier dispositivo electrónico, estas plataformas de VOD no muestran vídeos cortos subidos a nivel popular o videos de la indústria de la música entre otros, sino que ofrecen un amplio catálogo de contenido audiovisual como películas y series.
Antes del auge de estas plataformas, quien quería ver una película tenía que ir al cine o alquilarla en los, ya obsoletos, videoclubs. Ahora todo está en la red. Una família que quiere ver una película un sábado por la noche solo tiene que pagar una suscripción mensual del precio de una entrada de cine y acceder al catálogo de miles de películas que ofrece la plataforma de streaming.
Cabe tener en cuenta que el cine aún tiene la exclusiva de ofrecer estrenos que no se pueden ver desde casa. Aún así, cada vez hay más estrenos directamente ofrecidos en las plataformas VOD y, como estamos viendo este año, con la pandemia, la individualización del consumo se acentúa.
Personalización del contenido
Otras de las repercusiones principales del consumo generalizado de plataformas de streaming es la personalización del contenido. Antes, ver una película suponia ocupar el salón principal de la casa y decidir entre todos los miembros qué ver. Ahora, en cambio, cada miembro del hogar puede acceder a contenido desde diversos dispositivos. Eso crea una división evidente del tipo de contenido que puede ver un padre de familia al que verá su hija adolescente en su habitación.
¿Hacia dónde vamos?
Por consiguiente, el contenido audiovisual cada vez va más dirigido a un público concreto. Y es más, debido a la cantidad de información que Netflix recoge de sus usuarios (big data), la creación de contenido ya va encaminada en función de lo que se sabe que más triunfa en la plataforma.
En definitiva, el auge de las plataformas de streaming ha supuesto una revolución tanto en el consumo de contenido audiovisual como en su propia creación. Se predice que en los próximos años esta dinámica se acentuará.
¿Conocías el funcionamiento del algoritmo de plataformas como Netflix? ¿Crees que la televisión en directo quedará obsoleta en la próxima década? ¡Déjalo en los comentarios!
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