Transnational Subscription Video-On-Demand Services in Spain: Promotion and Advertising of Audiovisual Works

Authors

  • Josep Pedro Universidad Carlos III de Madrid
  • Gemma Camáñez García Universidad Carlos III de Madrid

Keywords:

subscription video-on-demand services, audiovisual industry, Spain, promotion, advertising

Abstract

This article explores transnational subscription video-on-demand (SVOD) services in Spain, focusing on the promotion and advertising of audiovisual works by five services: Netflix, Prime Video, Disney+, HBO Max, and Apple TV+. Based on the fieldwork conducted, this study aims to provide quantitative and qualitative insight into the most promoted audiovisual works in the Spanish market in 2021 and 2022. Three variables are considered to assess the sample of the most promoted audiovisual works: (1) place of production (international or national origin of works), (2) format of audiovisual works (series, films, documentaries, or programs), and (3) the strategic use of out-of-home advertising of audiovisual works. The article explores dialogues and tensions between the local and the global, trends in audiovisual production and promotion, and the presence of advertising in media, social media, and public spaces.

Author Biographies

Josep Pedro, Universidad Carlos III de Madrid

Dr. Josep Pedro is a professor and researcher at Carlos III University of Madrid, Department of Communication. He is a member of the research group Audiovisual Diversity. He holds a Ph.D in Journalism from Universidad Complutense de Madrid, and he has been a visiting scholar at the University of Texas at Austin, at Birmingham City University, and at the University of Porto.

Gemma Camáñez García, Universidad Carlos III de Madrid

Gemma Camáñez García is professor and researcher at Carlos III University of Madrid, Department of Communication. Since 2010 she has combined her professional career in different fields such as consultancy, production, and communication in audiovisual groups, with teaching and research at the university. Currently, she is working at Mediaset España group (in the area of contents and events production).

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Published

2024-10-29

Issue

Section

Articles