Television gains ground in streaming platform era, study shows

Television gains ground in streaming platform era, study shows Gaby Clark Scientific Editor Andrew Zinin Chief Editor A University of Alicante (UA) study of 325 fiction series released in Spain between 2020 and 2024 has concluded that video-on-demand (VOD) platforms have not replaced traditional television. Instead, the two distribution models are developing new ways of collaborating and sharing content. That is one of the main findings of the research, published in Communication & Society. The study examines the relationship between linear television and the eight leading digital platforms operating in Spain, showing that, far from displacing one another, the two systems are settling into models of coexistence, joint ventures and content circulation. The research, titled "From prime time to binge-watching: Launch strategies and collaboration between TV and VOD in Spain (2020–2024)," was carried out by doctoral researcher Jorge Abad and Dr. Tatiana Hidalgo, a lecturer in the UA's Department of Communication and Social Psychology. The research is published in the journal Communication & Society. The authors assessed 325 serialized fiction titles, comprising 191 series, 51 miniseries and 83 documentary series. Of these, 222 were released in full on a single date, 102 followed a weekly schedule and two used a hybrid model. Viewers favor weekly releases The study confirms that, while releasing full seasons at once remains the main strategy for streaming platforms, weekly releases still carry considerable weight. Netflix, for instance, concentrates on full-season releases, whereas Movistar+ is moving toward greater use of weekly episodes. Prime Video, HBO Max and Disney+ take a flexible approach, while Atresplayer stands out for its commitment to one episode a week. Notably, weekly releases achieved an average rating of 6.8 on IMDb and Filmaffinity, compared with 6.6 for full-season releases. The authors noted that episodic releases foster stronger emotional engagement among viewers and enhance perceived narrative quality. The article also highlights growing collaboration between television and VOD platforms, identifying more than 40 seasons tied to joint production models. As Abad and Hidalgo explain, coproductions and distribution agreements allow organizations to share costs, spread risk and extend the commercial life of their productions. The researchers stressed that television remains essential for building visibility. Although streaming platforms have transformed how audiences consume media, the findings indicate that linear television retains a key role as the main window for visibility, credibility and creating a sense of event around a series. In this context, when a production later moves to a VOD platform, the streaming service can prolong its shelf life, introduce it to new audiences and widen its distribution. The reverse journey, however, from platform to linear television, does not guarantee the same impact on broadcast TV. Looking ahead, the article points to a balance between the two models in the Spanish media landscape. Platforms retain distinct brand identities but are adopting increasingly flexible and collaborative strategies to optimize a title's life cycle across broadcast television and VOD, the authors added. More information Jorge Abad-Pérez et al., From prime time to binge-watching: Launch strategies and collaboration between TV and VOD in Spain (2020-2024), Communication & Society (2026). DOI: 10.15581/003.39.2.010 Provided by University of Alicante