THE AUDIENCE STRUGGLE BETWEEN TELEVISION, CINEMA, AND OTT PLATFORMS: THE CASE OF NETFLIX AND DISNEY+ IN TURKEY

Abstract

This study examines the actions of Netflix and Disney+, two of the most popular global brands among the many OTT platforms that continue their broadcasts based on domestic and foreign companies with a significant number of users worldwide and especially in Turkey after 2016. In this regard, as a result of the breakthroughs, strategies, and subscription numbers between Netflix, which started broadcasting in Turkey in January 2016, and Disney+, which started broadcasting in June 2022, it is questioned which platform is the spotlight for what reason and to what extent, and the main reflection of this OTT structure on cinema and television is examined. As the trends towards digital entertainment on a global scale changed and gained momentum as of 2020, the revenues in this sector increased by 31% and reached 61.8 billion dollars. This corresponds to a 26% increase compared to 2019, and OTT platforms worldwide reached 1.1 billion online subscribers. In 2020, the revenues of these platforms increased by 32% compared to the previous year, reaching 24.7 billion dollars. Considering that only Netflix shares are traded on the stock exchange with a value of over $60 billion, the growth rates are seen. The extent and direction of the growth of Netflix, which has 220.67 million users by 2022, and Disney+, which has 221.1 million users, as the leading corporations in this sector is the main issue of this study. This study aims to conclude by discussing the position of OTT platforms in the world and Turkey, the systemic and global structuring of these platforms during the COVID-19 pandemic, and the findings on the similarities or differences between Netflix and Disney+ in Turkey, following the transformations of the compulsory or optional audience perspective in the media and entertainment sector in recent years. Although there are many news and academic studies on Netflix today, since this study is about Disney+, which is a relatively new platform, it is aimed at pioneer studies on this subject, which has not yet been addressed comprehensively.