The media marketing of the VOD platforms in Poland during the COVID-19 pandemic – an exploratory study

Abstract

The article attempts to map and systematise the changes and reactions triggered by the first wave of the COVID-19 epidemic in media marketing (MM) of VOD platforms operating in Poland. The aim of the authors is to capture general trends and regularities that appear in the industry practices, as well as to indicate, firstly, the most meaningful elements of MM (the product offer, distribution, price, and marketing communication), and secondly – to identify the VOD platforms that excelled in these changes. The paper, using the content analysis method, is the first to present a cross-sectional research perspective on the MM-VOD-COVID-19 line, aiming not only to initially estimate the actual media modifications caused by the pandemic, but also to classify them in order to lay the foundation for further research in case this type of situation recurs.

The Impacts of Epidemics on Netflix's Business Strategies and Market Competitiveness

“…The data shows that DVD's operational share is only 1 per cent of total. The DVD program generated about $145.7 million in revenue in the most recent fiscal year, which is 20% below the same period in the past year [34]. What's more, the cancellation of the DVD service might make Netflix gain more by putting focus on other big profits program, such as producing original films.…”