Status : Verified
| Personal Name | Cabo, Jose Mari R. |
|---|---|
| Resource Title | What sells?: a case study on the political economy of Vivamax |
| Date Issued | 06 June 2024 |
| Abstract | This study analyzes the political economy of Vivamax as a video streaming platform, focusing on the relationship between its business model and its content promotion and presentation strategies. Guided by the assessment of non-US video streaming platforms by Lotz and Eklund (2024), the study explains the business model of the platform and describes Vivamax’s platform-content strategies through library size, title formats, content categories, and user interface. As a case study, the data on Vivamax’s business model and platform-content strategies were gathered through a descriptive observation of the platform and an interview with an expert from Vivamax. It has been found that the platform heavily promotes and presents its sexy content titles to differentiate itself from other platforms and to promote the exclusivity of its content. Additionally, Vivamax possesses a hybrid business model, which generates revenue from subscriptions, advertising, licensing, and pay-per-view. Thus, the relationship between Vivamax’s business model and platform-content strategies is interconnected and situated in the platform’s commodification of sexy content, the platform’s consumers, and ownership. |
| Degree Course | BA Broadcast Media Arts and Studies |
| Language | English |
| Keyword | political economy; streaming; video streaming platform; business model; content promotion; content presentation; Vivamax |
| Material Type | Thesis/Dissertation |
Preliminary Pages
1.13 Mb
Category : F - Regular work, i.e., it has no patentable invention or creation, the author does not wish for personal publication, there is no confidential information.
Access Permission : Open Access