What are the strategic and marketing challenges of innovation for original content made by video streaming services? / Clément DUFOUR / 2021

Titre : What are the strategic and marketing challenges of innovation for original content made by video streaming services? Type de document : Mémoire Auteurs : Clément DUFOUR, Auteur Année de publication : 2021 Importance : 25 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management INNOVATION ; INTERNET ; MARKETING STRATEGIQUE ; MEDIA ; VIDEO Résumé : This research work focuses on the video streaming services called SVOD platforms and it studies their strategic and marketing challenges pointing the role of original contents as an innovation process. The topic of original contents being part of the SVOD strategy is not fully developed within academic literature, whereas the SVOD market has become increasingly important for some years now, and there seems to be no turning back, pushing cultural goods such as DVDs out the door. With this growing power, I wanted to look at the strategy of SVOD platforms and the role played by original contents. Thus, I decided to work on this following problematic: What are the strategic and marketing challenges of innovation for original content made by video streaming services? This subject led us, after an extensive literary study on innovation and its role in the SVOD market, to conduct a qualitative study with 4 professionals from the video industry, which allowed me to draw these conclusions: In a fiercely competitive market, the content catalogue is the essential tool to work on, as well as the editorialization of the catalogue to reach a large audience and preserve its consumer base. We also understood that the strategy of original content was a necessary strategy for SVOD platforms to be viable and therefore the importance of multi-channel marketing to put forward the maximum amount of content to a maximum number of targets. Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538125