A STUDY OF TRENDS OF DEVELOPMENT OF STREAMING SERVICES

Abstract

The streaming services industry has entered a maturity phase, where the previous model of extensive growth through unlimited investment and constant subscriber acquisition is proving unsustainable. Amid the high competition among global platforms (Netflix, Disney+, Amazon Prime Video, HBO Max/Max, Paramount+) and saturation of key markets, the need for effective monetization strategies, cost reduction in content production, and audience retention is growing. The relevance of this study is determined by the necessity of a comprehensive assessment of profitability in original projects and licensing, as well as an analysis of the financial, operational, and content strategies of leading players. The objective of the research is to provide a comprehensive analysis of the current state and future prospects of the streaming services market, including subscriber base dynamics, financial metrics, geographic distribution, and content strategies. The key tasks of the work are: examination of audience growth dynamics using statistical indicators (CAGR, ARPU, operating profit); comparative analysis of financial models and investment profitability; identification of regional expansion specifics (North America, EMEA, LATAM, APAC); analysis of strategic trends, including hybrid monetization models; formulation of recommendations for improving business models. The study is based on a dataset compiled from the financial reports of leading companies for 2020–2023, analytical materials from agencies (Statista, Nielsen, Ampere Analysis), and scientific publications from Scopus and Web of Science. The methodology combines quantitative approaches (statistical time-series analysis, KPI benchmarking, correlation analysis of the relationship between investment and subscriber growth) and qualitative methods (case studies of strategic decisions, content analysis of industry publications). The analysis encompasses subscriber dynamics, financial metrics, geographic distribution, and content spending structure. The analysis reveals a slowdown in growth rates among leaders (Netflix: CAGR 8.53%; Disney+: decline in 2023 due to loss of rights in India), with striking relative growth at Paramount+ (CAGR 52.84%). Financial performance indicates profitability only for Netflix (operating profit of $6.21 billion, ARPU $11.78), while other platforms remain unprofitable due to high content costs (Disney+: $2.62 billion loss). Geographic distribution confirms Netflix’s diversification (EMEA 33.8%) and Disney+ and Amazon’s reliance on North America (45–48%). Content strategies differ: Netflix focuses on original content (65.5% of expenses), while Amazon emphasizes library size (21,500 titles). Cor- relation analysis revealed a link between development stage and profitability. The results demonstrate a shift toward sustainable models: monetization diversification (AVOD, bundles), investment rationalization, and partnerships. The novelty lies in a multi-level approach that integrates both quantitative and qualitative methods for assessing competitiveness factors. The theoretical significance is in expanding knowledge on digital distribution; the practical significance is in recommendations for management, producers, and educational programs. The study emphasizes that success depends on business model flexibility in competitive environments, opening prospects for further research into the evolution of media economics.