Abstract
In recent years, as more corporations have decided to launch their own streaming platforms, it has become of greater importance for each to differentiate themselves through a suite of strategies intended to mark their place within the market. Facebook Watch, a video-on-demand service, is this paper’s case study, a unique example of a streaming effort undertaken by a technology company with an approach based in data collection and infrastructural might. Watch has not premiered a new scripted series since August 2020, reflecting Facebook’s abandonment of narrative seriality through series like SKAM Austin and a more pointed investment in the streaming space as an instance of what I am calling experiential seriality, meant to lead users along certain trajectories rather than building a reputation on its content. I argue that this is instead a move to compete with Alphabet Inc. (which owns YouTube) to dominate the world of online video, drawing Facebook users through links, recommendations, and other breadcrumbs to maintain continuous use.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
