The “Streaming Wars” in pandemic time: Strategies of American streaming platforms to promote and distribute TV series in Spanish audiovisual market
The “Streaming Wars” in pandemic time: Strategies of American streaming platforms to promote and distribute TV series in Spanish audiovisual market

Summary/Abstract: In March 2020 a world health crisis caused by the Covid-19 virus led to a lockdown. Sociallife came to a standstill and people were forced to spend leisure time locked at home. Against thisbackground, television and social media were a source of entertainment, and the number of subscrip-tions to streaming services experienced an unprecedented growth. This paper aims to examine thestrategies of main international over-the-top platforms (Netflix, HBO, Prime Video and Disney+)in the Spanish audiovisual industry applied during the pandemic crisis. From a qualitative approacha documental analysis is applied to scientific papers, audiovisual institutions, and specialized press.A descriptive and critical review allows for relevant findings regarding three main aspects: the cata-log of films and television series, the exhibition and distribution of audiovisual projects, and the pro-motional events across social media. In general, streaming services focused on an exclusive catalogof films and television series premiered in the platform, a strong penetration across social mediawith promotional events, and other types of activities and promotions. In conclusion, the pandemicscene has consolidated a range of techniques that are still present due to the digital environment andthe behavior of viewers.

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