Porter’ın beş güç modelinin dijital yayın platformlarına uyarlanması: Görsel-işitsel ekosistem için bir çerçeve

Year 2025, Issue: 68, 143 - 158, 27.06.2025

Onur Karahan , Heritiana Ranaivoson , Daniele Canedo

https://doi.org/10.26650/CONNECTIST2025-1690969

Abstract

Bu makale, dijital yayın platformları çağında görsel-işitsel endüstrinin rekabet dinamiklerini Porter’ın Beş Kuvvet modeli çerçevesinde incelemektedir. Teknolojik gelişmeler ve değişen tüketici davranışlarıyla şekillenen dijital yayın platformlarının yükselişi, endüstri yapıları, iş modelleri ve rekabet stratejilerinde köklü değişimlere yol açmış, mevcut kuramsal çerçevelerin de yeniden değerlendirilmesini gerekli kılmıştır. Kapsamlı bir literatür taraması ve endüstrideki gelişmelerin analizi yoluyla, bu çalışma beş gücün her biri için yeni uyarlamalar önermektedir. Ayrıca, politika ve yönerge etkilerini altıncı faktör olarak modele eklenmesini önermektedir. Analiz, piyasaya giriş engellerinin finansal sermaye kadar artık teknolojik altyapıya ve sürdürülebilirliğe bağlı olduğunu; tedarikçilerin fikri mülkiyeti ve orijinal içerik üretimini giderek daha fazla stratejik bir araç olarak kullandığını; tüketici gücünün algoritmik kişiselleştirme ve öneri sistemleri tarafından şekillendirildiğini; video oyunları ve sosyal medya platformları gibi sektörlerden yeni ikamelerin ortaya çıktığını; ve merkezi dağıtım modelleriyle birlikte pazar yoğunlaşmasının rekabeti yoğunlaştırdığını ortaya koymaktadır. Porter’ın modelini dijital yayın platformlarına uyarlayan bu makale, görsel-işitsel ekosistemde rekabet dinamiklerini anlamak ve ortaya çıkan zorluk ve fırsatları belirlemek için stratejik bir yol haritası sunmaktadır.

Keywords

Porter , dijital yayın platformları , video-on-demand , görsel-işitsel endüstri , rekabet stratejisi

Adapting Porter’s five forces model to digital streaming platforms: A framework for the audiovisual ecosystem

Abstract

This article examines the competitive dynamics of the audio-visual industry in the age of digital streaming platforms by adapting Porter’s Five Forces framework. The rise of digital streaming platforms, driven by technological advancements and shifting consumer behaviour, has transformed industry structures, business models and competitive strategies, necessitating a re-evaluation of existing theoretical frameworks. Through a comprehensive literature review and analysis of industry developments, this article proposes specific adaptations for each of the five forces. Furthermore, it suggests incorporating policy and regulatory influences as a crucial sixth factor. The analysis reveals that market entry barriers now hinge on technological infrastructure and sustainability as much as financial capital; suppliers increasingly leverage intellectual property and original content creation as a strategic tool; consumer power is shaped by algorithmic personalization and recommendation systems; emerging substitutes arise from adjacent sectors such as video gaming and social media platforms; and market concentration along with centralized distribution models intensify competition. By adapting Porter’s model to digital streaming platforms, this article provides a strategic roadmap for understanding the competitive dynamics and identifying emerging challenges and opportunities in the audio-visual ecosystem.

Keywords

Porter , digital streaming platforms , video-on-demand , audio-visual industry , competitive strategy

References

• Afilipoaie, A., Iordache, C., & Raats, T. (2021). The ‘Netflix Original’ and what it means for the production of European television content. Critical Studies in Television: The International Journal of Television Studies, 16(3), 304–325. https://doi.org/10.1177/ 17496020211023318 google scholar
• Alforova, Z., Marchenko, S., Kot, H., Medvedieva, A., & Moussienko, O. (2021). Impact of digital technologies on the development of modern film production and television. Rupkatha Journal on Interdisciplinary Studies in Humanities, 13(4), 1-11. google scholar
• Aslan, P. (2019). Uluslararası iletişim ve popüler kültür üzerine: Latin Amerika’daki Türk televizyon dizileri üzerinden bir araştırma. Connectist: Istanbul University Journal of Communication Sciences, 57, 25-50. google scholar
• Bengesser, C. (2024). Four types of video-on-demand markets: Comparing the development of European VoD. Journal of Digital Media & Policy, 15(2), 193–212. https://doi.org/10.1386/jdmp_00146_1 google scholar Binkyte, G. (2018). How are the major streaming services reshaping the film industry [Unpublished Master’s Thesis, Copenhagen Business School]. https://research-api.cbs.dk/ws/portalfiles/portal/59779720/433283_Final.pdf google scholar
• Broughton Micova, S., Hempel, F., & Jacques, S. (2018). Protecting Europe’s content production from US giants. Journal of Media Law, 10(2), 219–243. https://doi.org/10.1080/17577632.2019.1579296 google scholar
• Chalaby, J. K. (2024). The streaming industry and the platform economy: An analysis. Media, Culture & Society, 46(3), 552–571. https:// doi.org/10.1177/01634437231210439 google scholar
• Cunningham, S., & Craig, D. (2019). Social media entertainment: The new intersection of Hollywood and Silicon Valley (Vol. 7). NYU Press. google scholar
• De Marchi, L. G., & Ladeira, J. M. (2019). Cultural diversity and regulation in Brazil: The debate about the on-demand audiovisual market. In Audio-visual industries and diversity (pp. 169-184). Routledge. google scholar
• Evens, T., & Donders, K. (2018). Platform power and policy in transforming television markets. Springer International Publishing. https:// doi.org/10.1007/978-3-319-74246-5 google scholar
• Firdausi, A. F., & Wibowo, S. A. (2024). Proposed business strategy to increase net profit and expansion to feature film industry for lucro studio. International Research Journal of Economics and Management Studies IRJEMS, 3(6). google scholar
• Frey, M. (2021). Netflix recommends: Algorithms, film choice, and the history of taste. University of California Press. google scholar
• Gabszewicz, J. J., Resende, J., & Sonnac, N. (2015). Media as multi-sided platforms. In R. G. Picard & S. S. Wildman (Eds.), Handbook on the economics of the media. Edward Elgar Publishing. https://doi.org/10.4337/9780857938893.00007 google scholar
• Gillespie, T. (2014). The relevance of algorithms. Media Technologies: Essays on Communication, Materiality, and Society, 167(2014), 167. google scholar
• Grundy, T. (2006). Rethinking and reinventing Michael Porter’s five forces model. Strategic Change, 15(5), 213–229. https://doi.org/10. 1002/jsc.764 google scholar
• Hallinan, B., & Striphas, T. (2016). Recommended for you: The Netflix prize and the production of algorithmic culture. New Media & Society, 18(1), 117–137. https://doi.org/10.1177/1461444814538646 google scholar
• Hänninen, M., Smedlund, A., & Mitronen, L. (2018). Digitalization in retailing: Multi-sided platforms as drivers of industry transformation. Baltic Journal of Management, 13(2), 152–168. google scholar
• Hennig-Thurau, T., Henning, V., & Sattler, H. (2007). Consumer file sharing of motion pictures. Journal of Marketing, 71(4), 1–18. https:// doi.org/10.1509/jmkg.71.4.001 google scholar
• Hoelck, K., & Ranaivoson, H. (2017). Threat or opportunity? Cultural diversity in the era of digital platforms in the EU. Quadern del CAC, 43, 17–28. google scholar
• Ibrus, I., & Rohn, U. (2019). Small size matters: Audiovisual media industries around the Baltic Sea. In I. Ibrus (Ed.), Emergence of crossinnovation Systems (pp. 41–58). Emerald Publishing Limited. https://doi.org/10.1108/978-1-78769-977-920191009 google scholar
• Isabelle, D., Horak, K., McKinnon, S., & Palumbo, C. (2020). Is Porter’s Five Forces Framework still relevant? A study of the capital/labour intensity continuum via mining and IT industries. Technology Innovation Management Review, 10(6), 28–41. https://doi.org/10. 22215/timreview/1366 google scholar
• Jambeiro Barbosa, O. F., de Morais, K. S., Canesso, N. S., Domingues da Silva, J. M., & Evangelista, M. S. (2023). Audiovisual production in Brazil: Will its public support survive the new political scenario? Media, Culture & Society, 45(6), 1258-1274. https://doi.org/10. 1177/01634437231168309 google scholar
• Jin, D. Y. (2020). Globalization and media in the digital platform age. Routledge. https://doi.org/10.4324/9780429330032 google scholar
• Jin, D. Y. (2023). Netflix’s effects on the Korean Wave: power relations between local cultural industries and global OTT platforms. Asian Journal of Communication, 33(5), 452–469. https://doi.org/10.1080/01292986.2023.2232368 google scholar
• Johnson, C., Hills, M., & Dempsey, L. (2024). An audience studies’ contribution to the discoverability and prominence debate: Seeking UK TV audiences’ ‘routes to content.’ Convergence: The International Journal of Research into New Media Technologies, 30(5), 1625– 1645. https://doi.org/10.1177/13548565231222605 google scholar
• Kawashima, N. (2016). Film policy in Japan – an isolated species on the verge of extinction? International Journal of Cultural Policy, 22(5), 787–804. https://doi.org/10.1080/10286632.2016.1223645 google scholar Kerrigan, F. (2017). Film marketing (Second edition). Routledge. https://doi.org/10.4324/9781315795287 google scholar
• Kolarić, T., & Mitrić, P. (2023). Audience impact of European co-production: The case of Quo Vadis, Aida? Cinéma & Cie. Film and Media Studies Journal, 23(41), 73–93. google scholar
• Kour, G., & Chhabria, B. (2022). Understanding platform strategies for consumer stickiness on OTT platforms. Journal of Indian Business Research, 14(4), 540–555. https://doi.org/10.1108/JIBR-04-2021-0122 google scholar
• Küng, L. (2017). Strategic management in the media: Theory to practice (2nd edition). SAGE. google scholar
• Litman, B. R. (1998). The motion picture mega-industry. Allyn and Bacon. google scholar
• Lobato, R. (2019). Netflix nations: The geography of digital distribution. New York University Press. google scholar
• Lobato, R., & Thomas, J. (2018). The informal media economy. John Wiley & Sons. google scholar
• Lotz, A. D. (2017). Portals: A treatise on internet-distributed television. Michigan Publishing, University of Michigan Library. google scholar
• Lotz, A. D. (2022). Netflix and streaming video: The business of subscriber-funded video on demand. Polity Press. google scholar
• Mateer, J. (2017). Directing for cinematic virtual reality: how the traditional film director’s craft applies to immersive environments and notions of presence. Journal of media practice, 18(1), 14-25. google scholar
• Mayer, V. (2017). Almost Hollywood, nearly New Orleans: The lure of the local film economy. University of California Press. google scholar
• McDonald, K., & Smith-Rowsey, D. (2016). The Netflix effect: Technology and entertainment in the 21st century. Bloomsbury Publishing USA. google scholar
• McKelvey, F., & Hunt, R. (2019). Discoverability: Toward a definition of content discovery through platforms. Social Media + Society, 5(1), 2056305118819188. https://doi.org/10.1177/2056305118819188 google scholar
• Motion Picture Association. (2021). A comprehensive analysis and survey of the theatrical and home/mobile entertainment market environment for 2020. https://www.motionpictures.org/wp-content/uploads/2022/03/MPA-2021-THEME-Report-FINAL.pdf google scholar
• Muriel, D., & Crawford, G. (2018). Video games as culture: Considering the role and importance of video games in contemporary society. Routledge, an imprint of the Taylor & Francis group. google scholar
• Napoli, P. M. (2014). Automated media: An institutional theory perspective on algorithmic media production and consumption. Communication Theory, 24(3), 340–360. google scholar
• Narayanan, V. K., & Fahey, L. (2005). The Relevance of the institutional underpinnings of Porter’s five forces framework to emerging economies: An epistemological analysis. Journal of Management Studies, 42(1), 207–223. https://doi.org/10.1111/j.1467-6486.2005. 00494.x google scholar
• Oliver, J. J., & Picard, R. G. (2020). Shaping the corporate perimeter in a changing media industry. International Journal on Media Management, 22(2), 67–82. https://doi.org/10.1080/14241277.2020.1716767 google scholar
• Poell, T., Nieborg, D. B., & Duffy, B. E. (2021). Platforms and cultural production. John Wiley & Sons. google scholar
• Porter, M. E. (1997). Competitive strategy. Measuring Business Excellence, 1(2), 12–17. google scholar
• Porter, M. E. (1998). Competitive strategy: Techniques for analyzing industries and competitors: with a new introduction. Free Press. google scholar
• Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard Business Review, 86(1), 78. google scholar
• Ranaivoson, H. (2019). Online platforms and cultural diversity in the audiovisual sectors: A combined look at concentration and algorithms. In L. A. Albornoz (Ed.), Audio-visual industries and diversity (pp. 100–118). Routledge. google scholar
• Ranaivoson, H., Micova, S. B., & Raats, T. (Eds.). (2023). European audiovisual policy in transition. Taylor & Francis Group. google scholar
• Smits, R., & Nikdel, E. W. (2019). Beyond Netflix and Amazon: MUBI and the curation of on-demand film. Studies in European Cinema, 16(1), 22–37. https://doi.org/10.1080/17411548.2018.1554775 google scholar
• Strangelove, M. (2015). Post-TV: Piracy, cord-cutting, and the future of television. University of Toronto Press. google scholar
• Tryon, C. (2015). TV got better: Netflix’s original programming strategies and the on-demand television transition. Media Industries Journal, 2(2). google scholar
• Tryon, C. (2019). On-demand culture: Digital delivery and the future of movies. Rutgers University Press. google scholar
• Ulin, J. (2019). The business of media distribution: Monetizing film, TV, and video content in an online world (Third edition). Routledge, Taylor and Francis Group. google scholar
• Van Dijck, J., Poell, T., & De Waal, M. (2018). The platform society: Public values in a connective world. Oxford university press. google scholar
• Vlassis, A. (2021). European Union and online platforms in global audiovisual politics and economy: Once Upon a Time in America ? google scholar
• International Communication Gazette, 83(6), 593–615. https://doi.org/10.1177/1748048520918496 google scholar
• Wallström, K., & Wahlgren, M. (2018). What are the main factors affecting movie profitability? [Royal Institute of Technology, School of Engineering Science]. https://www.diva-portal.org/smash/record.jsf?pid=diva2:1211390 google scholar
• Wang, W. Y., & Lobato, R. (2019). Chinese video streaming services in the context of global platform studies. Chinese Journal of Communication, 12(3), 356–371. https://doi.org/10.1080/17544750.2019.1584119 google scholar
• Wayne, M. L. (2018). Netflix, Amazon, and branded television content in subscription video on-demand portals. Media, Culture & Society, 40(5), 725–741. https://doi.org/10.1177/0163443717736118 google scholar
• Wayne, M. L. (2020). Global portals in national markets. Journal of Cinema and Media Studies, 59(3), 149-153. google scholar