More than 70% of users streaming platforms in spain He subscribes to several of them, whose catalogs consist of thousands of titles. Consumption increases, especially on weekends, when nearly half of users say they watch between 2 and 4 hours a day (Geca, 2024). These data have led to University of Navarre to study the success stories of the major platforms.
THE The most popular streaming services are Prime Video and Netflixwho are fighting for public attention in a market with dozens of direct competitors and upward pressure on prices. Is this model sustainable for businesses and the public?
THE audiovisual industry is experiencing a historic stage characterized by the increase in the supply of always-available content, access to it via multiple devices, the proliferation of data from these digital devices and the emergence of consumption habits that have improved personalization, interactivity and mobility.
Given this panorama, the streaming platforms are immersed in a battle for public attention and the search for a sustainable economic model.
THE Faculty of Communication of the University of Navarrain collaboration with the Faculty of Economics and Business, has started a new research project funded by the Ministry of Science, Innovation and Universities to study and propose solutions that allow this type of company to offer quality content in a sustainable audiovisual ecosystem.
The project will study the quality indicators of audiovisual content for three yearsthe relationship between quality and sustainability in management and production models, and how streaming platforms can implement these indicators to improve their management and services. The novelty of the project lies in the fact that Quality is not analyzed only as an end in itself, but aims to verify that the quality of the content is the key to achieving sustainability. the management and economic model of the platforms, and not so much the number of titles in the catalog.
During the duration of the project, the researchers They will interview different profiles related to the subject, such as producers and managers of audiovisual content, quality managers or those responsible for sustainability policies on streaming platforms, and will carry out focus groups and surveys among the public to find out their impressions.
THE research objectives are the identification of quality factors which are used on the platforms and which affect their sustainability policies, know the criteria most appreciated by the public, standardize a model of production and content management integrating quality indicators and propose a sustainable economic model applicable to streaming platforms.
It is also planned raise awareness among users about the impact of their viewing habits in the sustainability of the model.
He working group It is composed of members of the research group Markets and Communication Companies (GIMECO) of the University of Navarra, and directed by professors Cristina Etayo, from the Faculty of Economic and Commercial Sciences, and Enrique Guerrero, from the Faculty of Communication.
Enrique Guerrero emphasizes that “This project links content quality and sustainability in an innovative way audiovisual production and management models. Furthermore, it aims to provide a series of guidelines that improve both the business practices of streaming platformssuch as the working conditions of the audiovisual sector and the quality of its contents and services. By improving the efficiency of the model, it is possible to reduce costs and deadlines, thus improving the satisfaction of all agents involved.
For his part, Cristina Etayo stresses that “the current project represents a continuity in the work carried out by the team for more than 15 years in this field and which has helped to consolidate a reference research group on this subject.
