TELEVİZYON, SİNEMA VE OTT PLATFORMLAR ARASINDAKİ SEYİRCİ MÜCADELESİ: TÜRKİYE’DE NETFLIX VE DISNEY+ ÖRNEĞİ

Yıl 2023, , 108 - 123, 01.01.2023

M. Sami Okumuş

https://doi.org/10.7456//11301100/008

Cited By: 1

Öz

Bu çalışmada, dünya genelinde ve özellikle 2016 sonrası Türkiye’de önemli boyuta ulaşan kullanıcı sayıları ile yerli ve yabancı şirketler bazında yayınlarına devam eden birçok OTT platform arasında küresel anlamda en çok rağbet gören global markalardan Netflix ve Disney+’ın aksiyonları mercek altına alınmaktadır. Bu bağlamda, Ocak 2016’da Türkiye’de yayınlarına başlayan Netflix ile Haziran 2022’de yayınlarına başlayan Disney+ arasında gerçekleşen atılımlar, stratejiler ve abonelik sayıları neticesinde, hangi platformun ne sebeple ve ne ölçüde ilgi odağı olduğu sorgulanmakta ve bu OTT yapısının temel ölçüde sinema ve televizyona yansıması irdelenmektedir. Global ölçekte dijital eğlenceye yönelik eğilimlerin, 2020 yılı itibarıyla değişerek hız kazanmasıyla bu sektörde ele alınan gelirler %31 artarak 61,8 milyar dolara ulaşmıştır. Bu rakam 2019 yılına oranla %26 arttığı ve dünya genelinde OTT platformlarının da 1,1 milyar online abone sayısına ulaştığı anlamına gelmektedir. 2020 yılında ise, bir önceki seneye nazaran yaşanan %32’lik artışla bu platformların gelirleri 24.7 milyar dolara kadar yükselmiştir. Sadece Netflix hisselerinin 60 milyar doların üzerinde bir değerle borsada işlem gördüğü dikkate alındığında yaşanan büyümenin oranları açıkça görülmektedir. 2022 yılı itibariyle 220,67 milyon kullanıcıya sahip olan Netflix ile 221,1 milyon kullanıcıya sahip olan Disney+’ın bu sektörde başı çeken kuruluşlar olarak ne çapta ve ne yönde büyüme elde ettikleri de çalışmanın temel meselesidir. Bu çalışmayla, son yıllarda medya ve eğlence sektöründe zorunlu ya da isteğe bağlı izleyici perspektifi dönüşümlerinin izinde, OTT platformlarının dünyada ve Türkiye’deki konumu, COVID-19 salgını sırasında bu platformların sistemsel ve küresel anlamda yapılanması ile Netflix ve Disney+’ın Türkiye özelinde benzeşmesi ya da ayrışması noktasında bulguların tartışılmasıyla bir sonuca ulaşması hedeflenmektedir. Günümüzde Netflix ile alakalı yapılan birçok haber ve akademik çalışma olmasına rağmen bu çalışmanın nispeten daha yeni bir platform olan Disney+ ile alakalı olması sebebiyle, henüz kapsamlı bir biçimde ele alınmamış olan bu konudaki çalışmalara öncülük etmesi amaçlanmaktadır.

Anahtar Kelimeler

Netflix, Disney+, OTT, Television, Cinema, Branding.

THE AUDIENCE STRUGGLE BETWEEN TELEVISION, CINEMA, AND OTT PLATFORMS: THE CASE OF NETFLIX AND DISNEY+ IN TURKEY

Öz

This study examines the actions of Netflix and Disney+, two of the most popular global brands among the many OTT platforms that continue their broadcasts based on domestic and foreign companies with a significant number of users worldwide and especially in Turkey after 2016. In this regard, as a result of the breakthroughs, strategies, and subscription numbers between Netflix, which started broadcasting in Turkey in January 2016, and Disney+, which started broadcasting in June 2022, it is questioned which platform is the spotlight for what reason and to what extent, and the main reflection of this OTT structure on cinema and television is examined. As the trends towards digital entertainment on a global scale changed and gained momentum as of 2020, the revenues in this sector increased by 31% and reached 61.8 billion dollars. This corresponds to a 26% increase compared to 2019, and OTT platforms worldwide reached 1.1 billion online subscribers. In 2020, the revenues of these platforms increased by 32% compared to the previous year, reaching 24.7 billion dollars. Considering that only Netflix shares are traded on the stock exchange with a value of over $60 billion, the growth rates are seen. The extent and direction of the growth of Netflix, which has 220.67 million users by 2022, and Disney+, which has 221.1 million users, as the leading corporations in this sector is the main issue of this study. This study aims to conclude by discussing the position of OTT platforms in the world and Turkey, the systemic and global structuring of these platforms during the COVID-19 pandemic, and the findings on the similarities or differences between Netflix and Disney+ in Turkey, following the transformations of the compulsory or optional audience perspective in the media and entertainment sector in recent years. Although there are many news and academic studies on Netflix today, since this study is about Disney+, which is a relatively new platform, it is aimed at pioneer studies on this subject, which has not yet been addressed comprehensively.

Anahtar Kelimeler

Netflix, Disney+, OTT, Television, Cinema, Branding.

Kaynakça

• A. A. (2019, August 4). RTÜK President Şahin responds to censorship criticism. Ensonhaber. https://m.ensonhaber.com/medya/rtuk-baskani-sahinden-sansur-elestirilerine-yanit
• Adgate, B. (2021, April). The Impact COVID-19 Had on The Entertainment Industry In 2020. Forbes. https://www.forbes.com/sites/bradadgate/2021/04/13/the-impact-covid-19-had-on-the- entertainment-industry-in-2020/?sh=19df2cf250f0
• Arrieche, A. (2022a, September 29). Netflix shareholders: Who owns the most NFLX stock? Capital. https://capital.com/netflix-shareholder-who-owns-most-nflx-stock#:~:text=Another%20one%20of%20Netflix's%20biggest,world's%20largest%20asset%20management%20firm
• Arrieche, A. (2022b, August 29). Disney shareholders: Who owns the most DIS stock? Capital. https://capital.com/disney-shareholder-who-owns-most-dis-stock
• Batuhan. (2020, February 17). Television’s Throne is Shaking: ‘Video Platforms’ to Grow 30 Percent in the Next 4 Years. Onedio. https://onedio.com/haber/televizyonun-tahti-sallaniyor-video-platformlari-onumuzdeki-4-yilda-yuzde-30-buyuyecek-897417
• BBC (2022, August 11). Disney surpasses Netflix for the first time in total subscribers. BBC. https://www.bbc.com/turkce/articles/cndykj50ke7o
• Benlevi, M. (2017). The Impact of Customer Relationship Merketing on Costumer Loyalty: The Case of Non-Material Subscription Business Models: Netflix and Spotify (Unpublished MA Thesis). Bahçeşehir University.
• BlackRock Company (2022). History. https://www.blackrock.com/corporate/about-us/blackrock-history
• Boxofficetürkiye (2022, June 7). Three more local series announced for Disney Plus Turkey. boxofficetürkiye. https://boxofficeturkiye.com/haber/disney-plus-turkiye-de-yer-alacak-uc-yerli-dizi-daha-aciklandi--4241
• Castro, D. & Cascajosa, C. (2020, Spring). From Netflix to Movistar+: How Subscription Video-on-Demand Services Have Transformed Spanish TV Production. Journal of Cinema and Media Studies, 3 (59), 154-160.
• Cnnturk. (2022, April 1). When is Disney Channel Turkey closing? Official statement from Disney Channel. cnnturk. https://www.cnnturk.com/teknoloji/disney-channel-turkiye-kapaniyor-mu-neden-disney-channeldan-resmi-aciklama-geldi
• Çamur, M. (2020). New Media and Ideology: An Althusserian Approach to Netflix Produced TV Series (The Sample of Messiah ve Designated Survivor). (Unpublished MA Thesis). Atatürk University.
• Dailysabah (2022, January 26). Disney+ to launch in Turkey, 41 other countries this summer Dailysabah. https://www.dailysabah.com/business/tech/disney-to-launch-in-turkey-41-other-countries-this-summer
• Denu (May 20, 2021). Beautiful TV Series and Movies Not Available on Netflix Turkey Onedio. https://onedio.com/haber/netflix-turkiye-de-yayinlanmayan-birbirinden-guzel-dizi-ve-filmler-982775
• Digitalage (2019, March 5). Research: Cinema or Netflix? digitalage. https://digitalage.com.tr/arastirma-sinema-mi-netflix-mi/
• Ece, A. (2019, July 20). We Watch 18,000 Years of TV Series Every Day! Onedio. https://onedio.com/haber/her-gun-18-000-yillik-dizi-izliyoruz-populer-kultur-ogeleriyle-ilgili-oldukca-sasirtici-26-istatistik-880024
• Ensonhaber (2022a, May 27). 0% tax on cinemas extended until the end of the year. https://m.ensonhaber.com/yasam/sinemadaki-yuzde-0-vergi-yil-sonuna-kadar-uzatildi
• Ensonhaber (2022b, August 12). Disney Plus, which dethroned Netflix, raises its packages. https://m.ensonhaber.com/teknoloji/netflixi-tahtindan-eden-disney-plus-paketlerine-zam-yapti
• Erdinç, R. (2022, May 12). Disney+ shock to Netflix! Shiftdelete. https://shiftdelete.net/netflix-disney-sok
• Erkek, R. (2019). The Effects of New Media Technologies on the Film Industry: The Case of Netflix. (Unpublished MA Thesis). Istanbul University.
• Farooq, U. (2019, August 21). Turkey extends censorship rules to streaming services. Critics say political dissent is the real target. Los Angeles Time. https://www.latimes.com/world-nation/story/2019-08-20/turkeys-censorship-laws-against-immoral-material-set-to-include-streaming-services
• Gürmeriç, C. (2019). Behavioral Changes of the Audience by the Algorithmic Recommendation Systems Inside Video-on-Demand Platforms Consideri̇ng the Example of Netflix. (Unpublished MA Thesis). İhsan Doğramacı Bilkent University.
• Hadida, A. L., Lampel, J., Walls, W. D., Joshi, A. (2021). Hollywood studio lmmaking in the age of Netflix: a tale of two institutional logics. Journal of Cultural Economics, (45), 213–238.
• İçözü, T. (2022, June 7). Disney+ announces local productions and app features exclusive to Turkey. Webrazzi. https://webrazzi.com/2022/06/07/disney-turkiye-lansman/
• Karayel, F. (2022, June 13). Disney+ launches vast, high-quality content in Turkey. Dailysabah. https://www.dailysabah.com/arts/cinema/disney-launches-vast-high-quality-content-in-turkey
• Koloğlu, S. (2022, July 28). Europe asked, Turkey passed... Netflix and Disney transferred millions of euros. Odatv4. https://www.odatv4.com/kultur-sanat/avrupa-istedi-turkiye-es-gecti-netflix-ve-disney-milyonlarca-euro-aktardi-245951
• Kopuz, S. (2019). Global Strategies in Advertising Netflix Turkey Example. (Unpublished MA Thesis). Yalova University.
• Linnane, C. (2020, December 4). Why cinema will survive the coronavirus pandemic. MarketWatch. https://www.marketwatch.com/story/why-cinema-will-survive-the-2020-pandemic-2020-10-30
• Maden, A. (2020). Lgbtiq+ Discourses in Netflix in a Postmodern Context. (Unpublished MA Thesis). İbn Haldun University.
• Middleton, R. (2022, March 29). Disney+ unveils launch plans for 40+ countries, incl South Africa, Turkey & Poland Tbivision. https://tbivision.com/2022/03/29/disney-unveils-launch-plans-for-40-countries-incl-south-africa-turkey-poland/
• Nazli, A. (2022, June 27). Disney+ comes online in Turkey Intellinews. https://www.intellinews.com/disney-comes-online-in-turkey-248760/
• NTV (2022, April 28). How much does a Disney Plus subscription cost? (When is Disney Turkey going live?). ntv. https://www.ntv.com.tr/teknoloji/disney-plus-uyelik-ucretleri-ne-kadar-disney-turkiye-ne-zaman-yayina-basliyor,J8j5WfwfV0qjVRQO030-Yg
• Okumuş, M. S. (2022). The effects of Covid-19 pandemic on audience practices in cinema, television, and OTT platforms. Istanbul Ticaret University Journal of Social Sciences, 21 (43), 133-147.
• Özel, S. (2020). The Netflix effect in the age of video on demand services. İnsan&İnsan, 7 (26), 115-138.
• Özel, S. ve Özay, D. (2021). Audience selection and recommendation algorithms in new media the Netflix case. İlef Journal, 8 (2), 297-324.
• Özmen, İ. (2020). Reception of Digital Platforms in the Context of Uses and Satisfactions Netflix and BluTV Example. (Unpublished MA Thesis). Fırat University.
• Plummer, L. (2022, September 29). What is IMAX Enhanced? Everything you need to know about the latest home cinema format Stuff. https://www.stuff.tv/features/what-is-imax-enhanced/
• Simaku, X. (2022). Netflix and Chill: An Analysis of Turkish Generation Z Viewers on the New Hedonistic Product. İletişim Kuram ve Araştırma Dergisi, (58), 170-184.
• Spangler, T. (2022a, March 29). Disney Plus Sets Launch Dates, Pricing for 42 Countries in Europe, Middle East and Africa. Variety. https://variety.com/2022/digital/global/disney-plus-launch-dates-pricing-europe-middle-east-africa-1235217714/
• Spangler, T. (2022b, October 19). Behind Netflix and Disney+’s Dash for Streaming Ad Cash. Variety. Retrieved November 10, 2022, from https://variety.com/2022/digital/news/netflix-disney-plus-ad-plans-analysis-1235408143/
• Sutcliffe, C. (2021, June 16). Cinema advertising post-pandemic: what does the future hold for the silver screen?. The Drum. https://www.thedrum.com/news/2021/04/16/cinema-advertising-post-pandemic-what- does-the-future-hold-the-silver-screen
• Tok, D. (2020). Gamechangers in New Media: Streaming Culture Practices Among a Group of Netflix Turkey Users. (Unpublished MA Thesis). Istanbul Bilgi University.
• TRTHaber (2022). “TRT prepares new digital platform: It will be multilayered and multilingual” TRTHaber. https://www.trthaber.com/haber/gundem/trtden-yeni-dijital-platform-hazirligi-cok-katmanli-cok-dilli-olacak-678772.html
• Uslu, A. (2022, April 3). Netflix’s Current Number of Subscribers in Turkey is Announced!. Onedio. https://onedio.com/haber/netflix-in-turkiye-deki-guncel-abone-sayisi-belli-oldu-1058854
• Valkenburg, P. M., Peter, J., Walther, J. B. (2016). Media Effects: Theory and Research. Annual Review of Psychology, (67), 315-338.
• Vivarelli, N. (2022, April 2). Netflix, HBO Max, Amazon Prime Up the Ante in Turkish TV Production and Storytelling Variety. https://variety.com/2022/tv/spotlight/turkish-tv-netflix-amazon-hbo-max-1235220335/
• Voight, J. (2021, July 4). When you see the movie in the theater, you really feel it. Hürriyet. https://www.hurriyet.com.tr/kelebek/magazin/filmi-sinemada-izleyince-gercekten-hissedersin-41845759
• Wayne, M. L. ve Castro, D. (2020). SVOD Global Expansion in Cross-National Comparative Perspective: Netflix in Israel and Spain. Television & New Media. 22 (8), 1-18.
• Yağcı, S. (2020, February 17). ‘Video platforms’ are on the rise! Dünya. https://www.dunya.com/ekonomi/video-platformlari-yukseliyor-haberi-462721