(global) ¿Hay mercado para todos?

streaming mato TV por cable
streaming mato TV por cable

streaming mato TV por cable
streaming mato TV por cable

“La era de la televisión abierta durará quizá unas décadas más: el vídeo por Internet continuará expandiéndose y terminará por absorberla. Competir por una licencia televisiva es prohibitivo para la mayoría, pero para entrar en la red sólo tienes que tener un buen contenido y hacerlo accesible”, explican desde Netflix.

La primera plataforma extranjera de televisión a la carta en aterrizar en España, hace dos años, entró con fuerza y va camino de triplicar su contenido en español. La segunda fue HBO, a finales de 2016, y en este tiempo ha doblado su oferta y añadido nuevas aplicaciones para diferentes soportes. Amazon Video lo hacía poco después y este septiembre fue el turno de Sky.

Tras ellas, la previsión es que pronto llegue la televisión de Google —que ya ha entrado en el mercado americano a través de Youtube— Facebook, Apple, o Disney, que lanzará su propio servicio de transmisión en streaming en 2019. Todas ellas deben y deberán convivir con plataformas locales como Movistar, Wuaki o Filmin. Pero lejos de pensar que habrá un exceso de oferta, los expertos esperan que cada vez más competidores se unan a este mercado.

“Hay sitio para todos, porque la mentalidad de los consumidores en cuanto al pago de contenido está cambiando. En EE UU, desde hace muchos años, se tiene el concepto de que la mala televisión es gratis y que la buena tiene un coste, y, poco a poco, este pensamiento está calando en el resto del mundo”, afirma Mitch Lowe, cofundador de Netflix. De momento, un tercio de los hogares españoles ya tienen contratado un servicio de televisión de pago.

Los contenidos evolucionan

Lowe está convencido que estas plataformas irán poco a poco acabando con la piratería. “Ya hemos visto un descenso en este sentido. Lo que hacía falta para que la gente decidiera pagar eran contenidos de calidad a un precio justo y sus deseos ya están en el mercado” alega.

La creación de contenido propio es la gran apuesta de estas empresas. Solamente Netflix ha destinado 6.000 millones de dólares este año a este fin. “El contenido local funciona. Es indudable que la mayoría de usuarios siente más cercanas las historias creadas en su país y por ello gustan más”, comenta el cofundador de la plataforma.

Las nuevas tecnologías permiten funcionalidades que la televisión tradicional no podía llegar a imaginar y con las que difícilmente podrá competir. Un ejemplo: según ha revelado el diario Daily Mail, los usuarios de Netflix podrán elegir cómo quieren que se desarrollen sus series y elegir el final a partir de unas opciones predeterminadas.


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