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The Future of Video Platforms: Key Questions Shaping the TV and Video Industry

The International Journal on Media Management · 2015 · 55 citations · 37 references

TL;DR

Telecommunications, media, and entertainment are undergoing rapid change driven by technology, shifting consumer habits, and new business models, with the video sector illustrating the shift from linear value chains to platform‑mediated structures. By interviewing 22 executives across the video value chain, the article identifies three pivotal questions—market leadership, content ownership versus subscription, and advertising agency influence—that will shape the future of the industry and outlines the critical factors and conditions needed to answer them.

Abstract

The telecommunications, media, and entertainment industries face significant changes as technological innovations, shifting consumer behavior, and new business models reshape the industry. The video entertainment sector, which spans these industries, exemplifies how the traditional linear value chain transforms as platform-based business models play more pronounced mediation roles. Drawing upon insights from platform theory, this article synthesizes interviews with 22 executives at key positions throughout the video value chain to identify and confront three key questions that will define the future of the telecommunications, media, and entertainment sectors: (1) Who will come out on top as the video market transforms? ; (2) Will people own content or only subscribe to video services? ; and (3) Will advertising agencies maintain control of media buying? This article ascertains the critical factors and requisite conditions that will determine the answers to these questions and the future shape of the telecommunications, media, and entertainment industries.