How Has online Consumption and Distribution Changed the Meaning of ‘traditional’ Television?

How has online consumption and distribution changed the meaning of ‘traditional’ television? How has the advent of YouTube and streaming services such as Netflix (etc) changed / reinforced assumptions of taste within television?

The television can attest to massive changes in consumer’s lifestyle and culture it has witnessed in the recent past. The term ‘television’ can be defined as an appliance, a piece of furniture, a TV show or as a medium of information transmission. With the advancement of technologies and digital media, television has evolved from being merely just a piece of furniture to a medium of transmission. It has been characterized by commercial and broadcasting content that is delivered via internet television. The industry is experiencing new ways in which the content viewers consume is reaching them. In today's internet age, conventional television is slowly being overshadowed by giant streaming companies; Netflix, Amazon Instant Video among others. Therefore, this essay aims to examine the impact of the online consumption and distribution on ‘traditional’ television as well as how the television industry has evolved. Also, the latter part focuses on the influence these online streaming services have on the cultural values of television.

According to Signorielli and Kahlenberg (2003), television has always played an integral role as an agent in inculcating values into people’s everyday lives since its birth during mid 20th century in America. Television is seen as an object that unite the social environment immediately, where everyone would gather in front of the television at home watching various genre of programs. However, with the introduction of streaming services, youth nowadays prefer watching programs online on their own. The streaming companies are in their means providing content that is desirable to the consumers. There is a much focus on the taste of the consumer who gets to enjoy the content they prefer. It, in turn, leaves cable television with stiff competition which is hard to keep up. The widespread of streaming services and emergence of YouTube has changed the meaning of conventional television.

Earlier shows broadcast in televisions was quite an entertaining platform where most would enjoy the programs aired. Nonetheless, it was not the case for those who did not access cable only those who had the cable saw the programs. With the rise of YouTube, everything about television changed drastically. There was a much wider access to major networks, in fact, YouTube was a threat to traditional television. YouTube has come to be fundamental to the success stories of various TV shows. They get to post clips and trailers of their shows; it gives their fans a preview of what is in store for them. Some of the television shows can attest to trailers and clips that went viral with turns of views. With that being said, consumers are now able to directly influence others with their own culture, rather than just peeking into the realms of a culture that is completely different from their own.

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