David vs. Goliath. The development of Over the Top platforms within the duopolistic audiovisual market in Spain

2017 edition

Marta Alb├║jar Villarrubia

Digital ÔÇśOver the TopÔÇÖ audiovisual platforms, such as Netflix, have recently burst into the audiovisual market in Spain. This arrival has entailed the import of successful business models from the United States. However, the origin of the Spanish television, its development over the years, and the various public policies towards its market, make the Spanish audiovisual model differ significantly from other American and European ones.

This flash talk aims to prove that the leading duopolistic industry of the private free-to-air television in Spain (DTT) and its main broadcasters, Atresmedia and Mediaset, are preventing the short-term implementation and success of digital TV platforms (OTT), hence new ways of consuming audiovisual content. The talk will include a basic comparison between the Spanish and other audiovisual markets to find out the different trends regarding innovative and convergent audiovisual business models against the so-called traditional broadcasting (linear television).