In 2023, the crisis of traditional media was one of the hot topics in the news. In 2024, according to an expert, this crisis could spread to the streaming industry.
Luc Dupont, a professor in the Department of Communication at the University of Ottawa, notes that most streaming platforms, with the exception of Netflix, are “deficit-making.”
He says his top predictions for 2024 in terms of marketing trends would be “a desert crossing for new media” and “mergers in the streaming industry.”
The main goal of streaming platforms has been to offer subscribers access to multiple shows within a platform such as Disney, Prime Video or Netflix for a fixed price.
“However, we realized that in 2023, in order to access these shows, we would have to multiply subscriptions ad infinitum. In the end it wasn't cheaper. It is also expensive and sometimes more expensive,” notes Mr. Dupont.
According to the professor in the Department of Communication, given traditional television and today's new platforms, it is a matter of time before mergers occur in the streaming industry.
Quebec will indeed be affected by these changes. “These platforms are condemned to have local content and to address the widest possible audience on an international level,” specifies Mr. Dupont.
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