The Evolution of Home Cinema to Streaming Platforms and Their Strategic Mediamorphosis in the Context of the Intense Competitive Environment

Abstract

Globalization, technological progress, and digitization transformed the audiovisual environment overall and imposed new rules in media and film content consumption. Technological advancement along with dynamic everyday life predetermines the evolution of home cinema from video cassettes to streaming platforms available anywhere at any time on any device and not only at home. In recent years, the video streaming market has grown so rapidly that the context of the dynamic competition imposes mergers, more investments, and, furthermore, flexibility in strategic business plans in the fierce rivalry for users.