The approaches to marketing and content release in SVOD
Subscription Video on Demand (SVOD) is a sector of the television market that is constantly evolving in parallel to technological advancements. Recently there has been the emergence of varying approaches by platforms towards marketing and releasing their content throughout the field. Through a comparative case study analysis of Disney+’s WandaVision and Netflix’s Stranger Things, the thesis aimed to highlight the differences between their marketing and release approaches and to understand why these differences were significant to the field. Taking the findings of this comparative analysis and developing predominant themes through thematic analysis will provided a systematic approach to presenting the findings whilst also highlighting the main areas relevant for discussion. The outcome of the project found that there were various hybrid approaches being taken by both case studies. The appearance of a combination of different approaches suggested a shift towards marketing and release approaches of SVOD becoming more personalised and targeted for each specific platform rather than following a model. Based on the findings, there has been recommendations for further research to be developed into understanding the relationship between these approaches and audiences. Furthermore, the findings of the strong presence of nostalgia and reference to tradition throughout the marketing content and approaches provides an area for further development for practitioners in the SVOD field.