Il mercato OTT e le strategie d'offerta degli SVOD

The chapter examines the development of the OTT (over-the-top) market and the offering strategies of SVOD services, highlighting the transformations that have reshaped the contemporary audiovisual landscape. After reconstructing the conditions that fostered the rise of Internet-distributed television, it explores the subscription-based business model and the dynamics of programming, promotion, and consumption in video-on-demand services. Through the cases of Netflix and Prime Video, the analysis underlines the editorial, production, and industrial differences among global operators, their localization strategies, and the role of original productions in the Italian context. Finally, the chapter discusses the most recent developments in the sector—from the introduction of advertising to the trend toward aggregation—which signal a downsizing of the initial promises and a reconfiguration of the SVOD model in an increasingly competitive and stratified market.