Revolutionising frontier in ENTERTAINMENT

Over the past decade, streaming platforms have emerged as go-to entertainment media by eclipsing theaters and TV. Their growing demand is based on their customized nature, post-pandemic shifts, and evolving audience preferences.

- DR PRIYADARSHINI G ROY

Over the past decade, the entertainment industry has experienced a seismic shift, moving away from traditional theatrical movie viewership towards a streaming-dominated landscape.

This transformation has been driven by technological advances, changing audience preferences, and significant social disruptions like the COVID-19 pandemic, which accelerated the transition by compelling people indoors and increasing the demand for home entertainment.

As streaming services like Netflix, Amazon Prime, and Disney+ continue to grow, they are not only changing how content is consumed but also redefining the very fabric of the entertainment industry.

The impact of streaming has not only affected Hollywood but also global entertainment industries, which also includes Indian film industries.

A new paradigm: the rise of streaming media

Streaming media refers to the digital distribution of various content forms, including movies, TV series, gaming, music, podcasts, e-books, and audiobooks.

The technological ease of smart devices has caused streaming to be increasingly integrated into everyday life due to its accessibility and convenience.

This shift has had profound effects on audience behavior, leading to a decline in traditional TV viewership and theater attendance, with the Video Advertising Bureau (VAB), formerly known as the Cable Television Advertising Bureau (CAB), attributing up to 40 percent of TV rating decline in 2015 due to the rise of streaming services.

The evolution of streaming can be seen as part of a broader trend in media convergence, where different forms of digital media have merged to create new experiences for audiences.

This trend has democratized access to content, allowing viewers to consume media on their own terms—anywhere, anytime.