The impact of visual merchandising and the algo-torial curation of contents in SVOD platforms: the outstanding case of NOW

Abstract

This paper, falling within the realm of television studies, aims to delve into the case of the Italian on demand platform NOW which since now has been relatively underexplored in literature. After an initial overview of recent developments in the reference market, where NOW currently positions itself as a top player in the SVOD service sector, the focus will primarily be on identifying the principles related to visual merchandising theories that most apply to the catalogue interface. Subsequently, attention will shift to the content curation of its offerings, with a main focus on the dual aspect of personalization and editorial perspective. Finally, a brief overview of future trends and development areas in the sector will be presented, outlining specifically which of these trends NOW intends to capitalize on and the projects of the company that look towards the future.