earticle

영어

In this paper, we aim to examine the recent state of the streaming industry in the U.S., and its future prospects as the most important force shaping the media landscape across the globe. First, we examine the launch of Disney’s streaming services in late 2019 that heralded the start of the so-called streaming war to win subscribers and how the outbreak of COVID-19 in early 2020 helped its rapid growth. Then, we look at the crisis of the streaming industry in 2022, as subscriber growth slowed down for the first time and losses increased, and how this led to the growing emphasis on profitability. We also explore the subsequent attempts by streaming companies to cut costs and create more revenue, with the result that they were retreating from the previous strategy to grow their platforms at all costs. From this, we highlight that, while the future course of the streaming industry is not yet determined, the recent upheavals certainly made it more cost-conscious and conservative and less consumer-friendly.