Online cinemas competitive advantages formation

Abstract

With the development of the Internet, consumers began to strive for unconventional ways of viewing content, which soon led to the development of video-on-demand services. Content costs are a strategic streaming services resource in the struggle to attract users, as competition in the field of streaming platforms becomes more and more acute every year. Under these conditions, the formation of original content makes it possible to increase the competitive advantage by changing the position of the main players in the market while winning and retaining the audience. The article investigated the factors that form the competitive advantages of online cinemas. Based on statistical data, the user experience was analysed according to the selected factors, because of which the leaders of the streaming service were selected and the active participation of exclusive content in the streaming services differentiation was revealed. Based on the results of the study on the factors generated, the authors concluded that almost all platforms have similar parameters, so the platform selection will depend on the quality level of its own content, which will allow the platform to provide itself with an additional competitive advantage.