(global) EL GRAN BOOM DEL STREAMING

Netflix multiplicará su competencia con servicios de firmas tecnológicas, canales y estudios de cine.

De repente, todo el mundo quiere ser Netflix. Podría pensarse que hay un exceso de opciones de streaming para ver series y películas. Los telespectadores de Estados Unidos pueden elegir entre Amazon Prime, YouTube, HBO, Starz, Showtime, Hulu y CBS All Access. Otros países también tienen crecientes abanicos de opciones. Pero lo cierto es que aquellos que hablan de una “burbuja de las series” (Peak TV) aún no han visto nada. Estamos solo en el inicio de la revolución del streaming.

En 2018 todos los peces gordos de Hollywood y Silicon Valley competirán por venderte más televisión por Internet. Disney, Warner Bros, 21st Century Fox y AMC se están implicando cada vez más en este negocio. Apple tiene preparados más de 1.000 millones de dólares (850 millones de euros) para producciones televisivas. Jeffrey Katzenberg, antiguo jefe de Disney y cofundador de DreamWorks, está reuniendo 2.000 millones de dólares (1.700 millones de euros) para lanzar un servicio de suscripción de vídeos cortos (una especie de Netflix en pildoritas). Facebook también aumentará sus inversiones en este campo, lo mismo que Twitter y Snapchat.

Es una guerra multimillonaria por captar tu atención. El campo de batalla ha pasado de las pantallas de cine y televisión a las de los smartphones y tabletas de la mano de las grandes empresas tecnológicas. Para los estudios tradicionales de Hollywood, se trata de una batalla por la supervivencia, pues están perdiendo numerosos suscriptores de televisión. Cuatro grandes estudios ya han invertido miles de millones de dólares en Hulu, un servicio de pago por Internet que tuvo como gran éxito la serie The Handsmaid Tale. La CBS lanzó su propio servicio de streaming con una serie de Star Trek como producto estrella, mientras que la HBO ya financia algunas de las producciones más caras de televisión como Juego de tronos o Westworld. Jeff Bezos, presidente de Amazon, ya ha manifestado que pretende alcanzar el nivel de éxito de Juego de tronos. Las series televisivas se están convirtiendo en proyectos cada vez más ambiciosos, caros y atrevidos.

La fiebre por el streaming para 2018 y más allá se aceleró en agosto, cuando Bob Iger, presidente de Disney, anunció que su empresa lanzaría su propio servicio en 2019 y dejó de vender sus películas a Netflix. La misma semana, John Landgraf, presidente de la división por cable de Fox, anunció una opción de streaming gratuita, FX+, que en Estados Unidos estará disponible para los suscriptores de televisión de Comcast. AMC, con series como The Walking Dead, ofrecerá un servicio similar por 4,99 dólares (4,2 euros) al mes. Y Warner Bros, por su parte, está produciendo series para el servicio de streaming de DC Entertainment que se espera arranque en 2018.

¿Por cuántos de estos servicios pagará la gente? A Landgraf, que acuñó el término peak TV, le preocupa que en algún momento haya demasiados servicios de streaming. A ello le seguirá una gran sacudida en la que los gigantes tecnológicos tendrán ventaja. Tanto Netflix como Amazon tienen grandes recursos y la primera posición en las preferencias de los espectadores, lo que obligará a esforzarse a los estudios de cine. La ironía, como ha lamentado Landgraf, es que tanto los estudios como los canales contribuyeron a hacer de Netflix un gigante vendiéndole sus mejores programas.

Hay otra ironía en el viraje de Disney al streaming. Hace años en Disney querían comprar Netflix cuando este era mucho más pequeño, pero los ejecutivos veían en él un socio y un distribuidor, no un competidor. Ahora Disney es una de las pocas empresas lo bastante grandes como para crear una alternativa real a Netflix. El ratón sobrevivirá a la escabechina que se avecina.

Gady Epstein: jefe de Medios de The Economist

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