Streaming platforms push film industry to adapt as audiences shift from cinema, TV

ANKARA/ISTANBUL

The rapid growth of online streaming platforms is replacing traditional television and cinema, forcing the entertainment industry to adapt.

Movies that once drew crowds to theaters on release day and TV shows that aired weekly are now instantly available on services such as Netflix and Disney+. In response, Hollywood is exploring ways to lure audiences back, including re-releasing classic films.

Streaming is also reshaping television viewing habits.

A Nielsen report on US media consumption in May showed streaming accounted for 44.8% of total TV usage, surpassing broadcast and cable combined at 44.2%. Compared with May 2021, streaming use jumped 71%, while broadcast fell 21% and cable dropped 39%.

This technological shift has sparked debate among industry professionals and speculation about what reforms lie ahead.

Greater access to online content raises cinema standards

Eric Deggans, a professor at Washington and Lee University and TV critic for NPR, told Anadolu that streaming has changed both the scope and economics of television.

Before streaming, he said, large-scale TV productions targeted mass audiences. Now, many shows cater to niche viewerships — allowing for more varied themes but weakening the traditional advertising model.

"I think, in terms of the content of television, streaming has helped it a lot, but it's also broken down that economic model where you sold advertisers to reach this gigantic audience. Now the consumer has to pay more directly for the programming, and that means a higher cost to the viewer, and it also means that the TV shows make less money. And I think that's something that the TV industry is struggling with right now," Deggans said.

He noted that better home theater setups and quick streaming availability have forced cinemas to offer more to stay competitive.

"I think what's happened is that it's raised the bar for movie theaters; they have to do more to make the experience special," he said, pointing out that films often arrive on streaming about a month after release.

While many viewers enjoy the quiet and comfort of home viewing, Deggans said the shared experience of watching a film in a theater remains irreplaceable for some.

Streaming changes how TV is made and watched

Rather than wait a week between episodes, viewers can now binge-watch entire seasons. Deggans said this benefits storytelling but shifts production trends.

Big-budget dramas have moved online, but he argued that new media rarely eliminate old formats entirely.

"I think every version of entertainment technology has been challenged by the progress that comes. Radio was once the dominant entertainment source for Americans in the 1930s and 1940s, and then television came along and became the dominant entertainment force in the 1950s, 60s, 70s, 80s. Now we've seen streaming services come along. I always say that new types of media don't completely destroy old types of media.

They just force them to change. And so what we're seeing right now is that streaming is forcing traditional television to change," he said.

Fewer steady jobs in industry

Deggans noted that long gaps between seasons on streaming shows have affected workers’ livelihoods. Traditional broadcast employees were paid per episode during regular seasons, but streaming production schedules are shorter and more sporadic.

“It creates a situation where it's really difficult for most average people to make a steady living because they have to get more jobs on more different TV shows in order to maintain their income,” he said. This instability contributed to the 2023 strike by the Screen Actors Guild (SAG) and the American Federation of Television and Radio Artists (AFTRA).

Deggans said the ripple effects of streaming continue to challenge Hollywood: “Hollywood is still trying to figure out the best way to answer these new challenges.”