Evolution of Video on Demand Platforms’ Revenue Models and Advertising Strategies Based on the Demand of Consumers/Audiences

Abstract

Hundreds of thousands of different digital content, including billions of hours of video content, are consumed daily on digital platforms. Whether it is social media like YouTube or global subscription video on demand services like Netflix, this enormous interaction enables firms to reach their customers via these platforms by using all different advertising methods. Nevertheless, many of these digital platforms are now offering addfree memberships, forcing companies and advertisers to find more creative advertising models. Paid memberships of these platforms, especially digital entertainment content platforms, made it possible to purchase a membership with different versions for almost every user budget. Therefore, revenue, income, and monetary models have become more important in today’s marketing era. This chapter aims to explore leading digital platforms, covering both traditional and more creative ones. First, platforms are categorized and explained as digital streaming platforms. After categorization, streaming platforms are discussed, and different business models are presented. All platforms’ revenue models and growth strategies are discussed by giving examples from different areas of the world. Besides, the forecast of these platforms’ performances is shown in the light of the researches and reports. Not only forecast but also the trends, demands and attitudes of consumers/audiences are mentioned and explained in this chapter. © 2022 Elsevier B.V., All rights reserved.