Streaming Evolution: an analysis of market dynamics and consumer behavior characteristics of SVOD platforms in Italy with a focus on future scenarios.

Abstract

The COVID-19 pandemic and the subsequent lockdowns have dramatically reshaped consumer habits and altered the landscape of numerous industries, including the Subscription Video on Demand sector. While the SVOD market had already been experiencing steady growth over the past decade, the lockdown period accelerated this trend in unprecedented ways, significantly boosting demand for digital entertainment and propelling platforms to the forefront of the global entertainment industry. This thesis examines the current market structure in which these SVOD platforms operate, with a particular focus on the Italian context. It analyzes the business models of leading SVOD platforms - Netflix, Amazon Prime Video, and Disney+ - to understand how they have adapted and thrived in an evolving landscape characterized by increasing competition and changing consumer behaviors. The research also investigates shifts in consumer preferences to assess how these trends impact the strategies of major streaming platforms and to explore whether the rapid growth phase of the SVOD sector is approaching saturation or if new opportunities for expansion and innovation still exist. The thesis addresses the central question, "Is the golden age of streaming already over?" by providing a comprehensive understanding of how the italian SVOD industry is evolving and identifying future trends that could shape its development. Through a combination of market analysis, consumer behavior theories, and contextual exploration of the Italian SVOD market, this research aims to offer valuable insights into the sector's future trajectory and its role as a significant medium for cultural consumption, particularly of films and TV series.