Global streaming and media franchises: Strategies of control and development

Abstract

This article addresses the link between the rise of global streaming and the significance of media franchises by analysing the implementation of different strategies of control and development of media franchises employed by four of the main video streaming platforms worldwide: Disney+, Max, Prime Video and Netflix. The article identifies and discusses three different strategies regarding the control and development of media franchises in streaming platforms. The expansion strategy seeks to enlarge well-established franchises through streaming releases. While the incorporation strategy involves acquiring entire studios or adaptation rights to integrate already-developed franchises into a streaming service’s catalogue. Finally, the creation strategy aims to develop and consolidate franchises from the outset with the purpose of endowing a streaming platform with its own intellectual property. I conclude that the conjunction between global streaming and media franchises reveals the economic and cultural significance that both elements represent for the media industry. Through various strategies of control and development, such as those identified in this article, streaming platforms are established as an important medium for the exploitation of media franchises.