Transnational Subscription Video-On-Demand Services in Spain: Promotion and Advertising of Audiovisual Works

Abstract

This article explores transnational subscription video-on-demand (SVOD) services in Spain, focusing on the promotion and advertising of audiovisual works by five services: Netflix, Prime Video, Disney+, HBO Max, and Apple TV+. Based on the fieldwork conducted, this study aims to provide quantitative and qualitative insight into the most promoted audiovisual works in the Spanish market in 2021 and 2022. Three variables are considered to assess the sample of the most promoted audiovisual works: (1) place of production (international or national origin of works), (2) format of audiovisual works (series, films, documentaries, or programs), and (3) the strategic use of out-of-home advertising of audiovisual works. The article explores dialogues and tensions between the local and the global, trends in audiovisual production and promotion, and the presence of advertising in media, social media, and public spaces.