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

Öz

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.

Anahtar Kelimeler

• 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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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