РОЗВИТОК РИНКУ ІНТЕРНЕТ-ТЕЛЕБАЧЕННЯ В УМОВАХ ПАНДЕМІЇ COVID-19

Abstract

The article covers the issues surrounding the global Internet TV market’s evolution during the COVID-19 pandemic. The rapid changes in the modern Internet television market mean that an in-depth analysis of its development strategies is necessary for further development. The article goes over current trends that affect the development of the industry, and the factors that have led to its changes listed. Today, the main directions of the development of Internet television include multi-screen, video on demand, and the evolution of streaming platforms. This phenomenon became possible by the growing convergence of the Internet and television. The main driving force of the industry has become the so-called streaming services that provide content to subscribers anywhere and anytime — the main requirement to access it being the Internet. The battle for audiences has become truly international. But due to quarantine in many countries, most viewers have drastically changed their habits. Home entertainment has been taking first place, and television became one of them. For the first time in years, TV channel ratings have doubled, movie premieres have been delayed, and sports events around the world have come to a standstill. Audiences turned to those who could offer them the best content. The article examines trends caused by the pandemic, such as a significant increase in Internet traffic, the halting of movie and TV series production, a decrease in the number of sports games and related events, streaming services changing their tariff plans, and the subscription payment model taking leadership in the video-on-demand market. Both the negative and positive effects of these factors on television service providers’ activities, as well as the new habits of subscribers are analyzed. This situation has completely changed the industry, but it has only helped the business of large and local operators. Companies around the world have had to improve their service in a matter of weeks. These changes in the market would have taken years under normal conditions, but the pandemic has significantly accelerated the progress of Internet television and made it possible for end-users to get high-quality services.