Netflix: „The Future Is Now?"
Netflix: „The Future Is Now?"

Summary/Abstract: The aim of the article is to analyze the history and relevance of Netflix in the context of the changes in the audiovisual market that have taken place in the 21st century, as well as the evolution of audience participation. The author focuses on such aspects as the platform’s dominant role in the streaming boom, it’s self-narration as a technology company rather than a media company, the role of algorithmisation in targeting by using controversial practices (data mining). The article highlights the impact of Netflix on the way audiovisual content is produced and distributed throughout the entertainment industry, as well as its branding strategies in terms of both the technological aspect and the type of content promoted. The author raises questions about Netflix’s role as a catalyst for change and the nature of that change, especially in a broader perspective that sees Western entertainment production not as a set of cultural texts, but as the effect of business and technological processes in a specific socio-cultural context.

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