Key differentiators and commonalities in global streamers

This chapter presents a critical analysis of the economic logics and industry dynamics shaping global video streaming services within European markets. It examines the key differentiators and commonalities amongst these services, providing both an institutional and infrastructural perspective. It sets out by observing how streaming services operate as hybrid entities, blending characteristics of digital platform markets with traditional media distribution models. Whilst leveraging economies of scale, network effects, and global reach to consolidate market power, streamers position themselves within a highly competitive and transnational landscape. At the same time, the infrastructural characteristics of these services, particularly their over-the-top delivery models and data-driven strategies, play a crucial role in bypassing traditional media channels and enabling direct access to consumers. These aspects allow streaming services to scale rapidly whilst fostering unprecedented control over user data, content distribution, and user engagement.