The market for streaming platforms is becoming more and more competitive. Although there are users who have more than one subscription with these companies, many others choose to pay a single account, which is why the companies have made moves, in addition to launching strategies to gain more users, and if possible, that they only stay with a service.
According to the JustWatch platform, at the end of the first quarter of 2024, Netflix (22%), Amazon Prime (21%) and Disney+ (17%) are the most in demand in Colombia. Other companies such as HBO (Max), Star+, Paramount and Apple TV+ also stand out here, Although they have smaller numbers, if the participation of all is added, they make up 35% of the market.
It is important to highlight that, in this list, there are already some changes; For example, the HBO platform is now called Max, or in the coming days there will be a merger between Star+ and Disney+. With this mix, if the participation of both platforms were added, they would reach a participation of 23%, which would be the most important in the Colombian market.
“Consumers will be able to choose between three Disney+ subscription plans: premium, standard and standard with ads. The latter will initially be available only in Argentina, Brazil, Mexico, Chile and Colombia, to be integrated into commercial partner packages,” Disney stated in a statement.
Understanding a little the movements of the platforms, according to the marketing professor at the Grancolombiano Polytechnic and PhD, Leonardo Ortegón Cortázar, the general purpose is to develop marketing combined with promotions, creative content, emotional messages, among other strategies, improving relevance and effectiveness of the campaigns.
“Strategies to gain audience today offer content and experiences that try (project) to feel like their own, are emotionally strong and culturally relevant, improving their perception and loyalty towards the platforms in Latin America,” Ortegón explained.
Perhaps the most ambitious strategy in the world of platforms is the partnership between Disney+ and Warner Bros, owner of HBOwhich announced a transmission package where the content of both companies will be accessed on a single platform.
In principle, the service will only be available in the United States, but the possibility that these proposals reach other countries is not ruled out.
On the part of Netflix, they announced that they will increase their efforts to “seduce” the Latin American market, in addition to increasing the number of local productions, such as, for example, the live action of One Hundred Years of Solitude.
They will also begin live streaming some WWE football games and wrestling events. By 2025 there will be a subscription model with ads, among other restrictions to avoid account sharing.
