Impact of over-the-top services on the generation of taste communities and global niches: Netflix as case study

Abstract

The globalization of over-the-top services based on the subscription model, the success of the distribution of B2C (business-to-consumer) contents (and the consequent elimination of middlemen), and the implementation of business intelligence processes within these companies have led to a new type of user segmentation based on both global and fragmented audiovisual tastes and preferences. Netflix is one of the companies that best represents the competitive advantage of this new prototyped audience, which partly explains the increasing investment in original content.

KEYWORDS: over-the-top, Internet TV, big data, business intelligence, Netflix originals, SVOD, taste communities.