Uspon streaming servisa: primjeri Netflixa i HBO Maxa u Republici Hrvatskoj

master's thesis

• Title (english): The rise of streaming services: examples of Netflix and HBO Max in the Republic of Croatia
• Author: Marija Brusić
• Mentor: Ljubica Josić (mentor)
• Committee member: Tamara Kunić (predsjednik povjerenstva)
• Committee member: Ana Marija Dunaj (član povjerenstva)
• Committee member: Ljubica Josić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Ovaj diplomski rad istražuje sadržajne trendove usluga za streaming u Republici Hrvatskoj. Streaming servisi trenutno su jedni od najpopularnijih medija u Hrvatskoj, kao i u svijetu. Fokus u radu bit će na videoservisima, konkretno platformama Netflix i HBO Max. Ovo istraživanje pridonosi razumijevanju navika konzumacije sadržaja u Hrvatskoj i nudi uvide za streaming platforme i njihovu ponudu na lokalnom tržištu. Prijelaz s tradicionalne televizije na streaming usluge, potaknut navodnici „Netflix efektom“, preoblikovao je navike potrošnje medija, pri čemu su novije generacije dale prednost modelima pretplate u odnosu na tradicionalnu televiziju ili izravnu kupnju sadržaja. U ovom se radu, unutar paradigme koja proučava digitalnu televiziju i konvergenciju kulture te polazeći od četiriju hipoteza vezanih uz tržišnu prilagodbu sadržaja streaming servisa, istražuje kako su Netflix i HBO Max prilagodili svoju ponudu hrvatskim gledateljima, uzimajući u obzir najgledanije sadržaje u tromjesečnom razdoblju, 1. siječnja 2024. do 31. ožujka 2024., analizirajući među ostalim podrijetlo sadržaja, zastupljene žanrove, jezik te postojanje podnaslova na hrvatskom jeziku. Rezultati istraživanja i njihova interpretacija pridonose razumijevanju navika konzumacije medijskih sadržaja u Hrvatskoj i nude uvid u djelovanje komercijalnih streaming servisa, upućujući na to da su oni, nudeći nove produkcijske i distribucijske strukture te prakse, za vrijeme pandemije i nakon nje pridonijeli transformaciji medijske industrije zabave.

Abstract (english)

This master's thesis examines the content trends of streaming services in the Republic of Croatia. Streaming services are currently one of the most widespread media in Croatia, as well as in the world. The focus of the work will be on video services, specifically the Netflix and HBO Max platforms. This research contributes to the understanding of content consumption habits in Croatia and offers insights for streaming platforms and their offer on the local market. The shift from traditional television to streaming services, fueled by the "Netflix effect," has reshaped media consumption habits, with newer generations favoring subscription models over traditional television or direct purchase of content. This paper, within the framework of studying digital television and cultural convergence, investigates how Netflix and HBO Max have adapted their offerings to Croatian viewers. The study is based on four hypotheses related to the market adaptation of streaming service content and it examines the most-watched content from January 1, 2024, to March 31, 2024., analyzing, among other things, the origin of the content, the genres represented, the language and the availability of Croatian subtitles. The research results and interpretations contribute to the understanding of media content consumption habits in Croatia and provide insights into the operation of commercial streaming services. Additionally, the study highlights how these services, through new production and distribution structures, have transformed the entertainment media industry, especially during and after the pandemic.

• Keywords: Streaming servis; televizija; konvergencija; sadržaj; Netflix; HBO Max; analiza sadržaja.
• Keywords (english): Streaming service; television; convergence; content; Netflix; HBO Max; content analysis.
• Language: croatian
• URN:NBN: urn:nbn:hr:111:964071
• Study programme: Title: Communication Studies (Single Major, Science Stream); Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra komunikologije (sveučilišni/a magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-18 11:04:47