El complicado papel de Netflix como disruptor innovador en la industria cinematográfica
Resumen
En este artículo se analizan aspectos concretos de la práctica del sector para considerar las formas en que Netflix ha demostrado ser un disruptor innovador en la industria cinematográfica. Aplicando a Netflix la teoría y el modelo de disrupción innovadora de Clayton Christensen, se abordan las formas en que tanto Netflix como los "incumbentes" (en este caso, las empresas heredadas de la industria cinematográfica, a saber, los estudios de Hollywood) personifican el concepto, y lo que esto ha significado y podría significar en un futuro próximo para la industria.
Aunque la categorización de la plataforma de streaming como disruptor innovador no es nueva y ha suscitado numerosas críticas, el autor recurre a una combinación de investigación académica y cobertura actualizada en revistas especializadas para analizar cuatro áreas clave de la industria en las que la etiqueta podría estar justificada: la omisión y/o el colapso de las ventanas de distribución habituales; la tradicional falta de datos claros de audiencia para comparar con las cifras de taquilla de las salas; la inclusión en eventos de prestigio como Cannes y los Oscar; y el uso de métricas y algoritmos para rastrear y dirigirse a los usuarios con minucioso detalle.
El artículo analiza las formas en que la propia Netflix ha explotado y promovido la etiqueta de "disruptor innovador" como ventajosa para su propio negocio. Los pasos que han llevado a Netflix hasta donde está hoy ofrecen una visión de las estrategias empresariales cinematográficas y las tendencias del sector que están configurando el futuro de la industria. Esto se refleja en lo rápido y constante que cambia el negocio del cine, lo que subraya cómo algunos de los datos e información detallados en este artículo pueden estar ya desfasados en el momento de su publicación.
El artículo extrae conclusiones sobre por qué Netflix se ha enfrentado a la oposición concentrada de las empresas heredadas en cada una de las cuatro áreas de la industria analizadas. También considera las formas en que la industria y el modelo de negocio tradicional se están adaptando como resultado. Estas dos realidades demuestran el arco completo de la disrupción.
Citas
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