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Approach to the Audiovisual Market of the NETFLIX Streaming Platform in Ecuador

Abstract:

With the fast technologies’ growth in the field of production, commercialization, and demand for audiovisual content, rivalry in the video-on-demand market has increased. Netflix is a platform that has international recognition due to its production level, marketing strategies, and alliances. Streaming companies in Ecuador make efforts intending to increase coverage and reach a mass audience with their content, it is for all of this that; in this research, the Netflix panorama was analyzed in comparison with the television companies operating in the national territory, such as CNT, DirecTV, Claro, TV Cable, and Univisa. This study showed that Ecuadorian platforms have advantages and disadvantages compared to Netflix. However, is the customer who decides the best option in a highly competitive market.