Adapting Porter's five forces model to digital streaming platforms: A framework for the audiovisual ecosystem

Abstract

This article examines the competitive dynamics of the audio-visual industry in the age of digital streaming platforms by adapting Porter’s Five Forces framework. The rise of digital streaming platforms, driven by technological advancements and shifting consumer behaviour, has transformed industry structures, business models and competitive strategies, necessitating a re-evaluation of existing theoretical frameworks. Through a comprehensive literature review and analysis of industry developments, this article proposes specific adaptations for each of the five forces. Furthermore, it suggests incorporating policy and regulatory influences as a crucial sixth factor. The analysis reveals that market entry barriers now hinge on technological infrastructure and sustainability as much as financial capital; suppliers increasingly leverage intellectual property and original content creation as a strategic tool; consumer power is shaped by algorithmic personalization and recommendation systems; emerging substitutes arise from adjacent sectors such as video gaming and social media platforms; and market concentration along with centralized distribution models intensify competition. By adapting Porter’s model to digital streaming platforms, this article provides a strategic roadmap for understanding the competitive dynamics and identifying emerging challenges and opportunities in the audio-visual ecosystem.