TELEVİZYON, SİNEMA VE OTT PLATFORMLAR ARASINDAKİ SEYİRCİ MÜCADELESİ: TÜRKİYE’DE NETFLIX VE DISNEY+ ÖRNEĞİ

Yıl 2023, Cilt: 13 Sayı: 1, 108 - 123, 01.01.2023

M. Sami Okumuş

https://doi.org/10.7456//11301100/008

Cited By: 1

Öz

Bu çalışmada, dünya genelinde ve özellikle 2016 sonrası Türkiye’de önemli boyuta ulaşan kullanıcı sayıları ile yerli ve yabancı şirketler bazında yayınlarına devam eden birçok OTT platform arasında küresel anlamda en çok rağbet gören global markalardan Netflix ve Disney+’ın aksiyonları mercek altına alınmaktadır. Bu bağlamda, Ocak 2016’da Türkiye’de yayınlarına başlayan Netflix ile Haziran 2022’de yayınlarına başlayan Disney+ arasında gerçekleşen atılımlar, stratejiler ve abonelik sayıları neticesinde, hangi platformun ne sebeple ve ne ölçüde ilgi odağı olduğu sorgulanmakta ve bu OTT yapısının temel ölçüde sinema ve televizyona yansıması irdelenmektedir. Global ölçekte dijital eğlenceye yönelik eğilimlerin, 2020 yılı itibarıyla değişerek hız kazanmasıyla bu sektörde ele alınan gelirler %31 artarak 61,8 milyar dolara ulaşmıştır. Bu rakam 2019 yılına oranla %26 arttığı ve dünya genelinde OTT platformlarının da 1,1 milyar online abone sayısına ulaştığı anlamına gelmektedir. 2020 yılında ise, bir önceki seneye nazaran yaşanan %32’lik artışla bu platformların gelirleri 24.7 milyar dolara kadar yükselmiştir. Sadece Netflix hisselerinin 60 milyar doların üzerinde bir değerle borsada işlem gördüğü dikkate alındığında yaşanan büyümenin oranları açıkça görülmektedir. 2022 yılı itibariyle 220,67 milyon kullanıcıya sahip olan Netflix ile 221,1 milyon kullanıcıya sahip olan Disney+’ın bu sektörde başı çeken kuruluşlar olarak ne çapta ve ne yönde büyüme elde ettikleri de çalışmanın temel meselesidir. Bu çalışmayla, son yıllarda medya ve eğlence sektöründe zorunlu ya da isteğe bağlı izleyici perspektifi dönüşümlerinin izinde, OTT platformlarının dünyada ve Türkiye’deki konumu, COVID-19 salgını sırasında bu platformların sistemsel ve küresel anlamda yapılanması ile Netflix ve Disney+’ın Türkiye özelinde benzeşmesi ya da ayrışması noktasında bulguların tartışılmasıyla bir sonuca ulaşması hedeflenmektedir. Günümüzde Netflix ile alakalı yapılan birçok haber ve akademik çalışma olmasına rağmen bu çalışmanın nispeten daha yeni bir platform olan Disney+ ile alakalı olması sebebiyle, henüz kapsamlı bir biçimde ele alınmamış olan bu konudaki çalışmalara öncülük etmesi amaçlanmaktadır.

Anahtar Kelimeler

Netflix, Disney+, OTT, Television, Cinema, Branding.

THE AUDIENCE STRUGGLE BETWEEN TELEVISION, CINEMA, AND OTT PLATFORMS: THE CASE OF NETFLIX AND DISNEY+ IN TURKEY

Öz

This study examines the actions of Netflix and Disney+, two of the most popular global brands among the many OTT platforms that continue their broadcasts based on domestic and foreign companies with a significant number of users worldwide and especially in Turkey after 2016. In this regard, as a result of the breakthroughs, strategies, and subscription numbers between Netflix, which started broadcasting in Turkey in January 2016, and Disney+, which started broadcasting in June 2022, it is questioned which platform is the spotlight for what reason and to what extent, and the main reflection of this OTT structure on cinema and television is examined. As the trends towards digital entertainment on a global scale changed and gained momentum as of 2020, the revenues in this sector increased by 31% and reached 61.8 billion dollars. This corresponds to a 26% increase compared to 2019, and OTT platforms worldwide reached 1.1 billion online subscribers. In 2020, the revenues of these platforms increased by 32% compared to the previous year, reaching 24.7 billion dollars. Considering that only Netflix shares are traded on the stock exchange with a value of over $60 billion, the growth rates are seen. The extent and direction of the growth of Netflix, which has 220.67 million users by 2022, and Disney+, which has 221.1 million users, as the leading corporations in this sector is the main issue of this study. This study aims to conclude by discussing the position of OTT platforms in the world and Turkey, the systemic and global structuring of these platforms during the COVID-19 pandemic, and the findings on the similarities or differences between Netflix and Disney+ in Turkey, following the transformations of the compulsory or optional audience perspective in the media and entertainment sector in recent years. Although there are many news and academic studies on Netflix today, since this study is about Disney+, which is a relatively new platform, it is aimed at pioneer studies on this subject, which has not yet been addressed comprehensively.

Anahtar Kelimeler

Netflix, Disney+, OTT, Television, Cinema, Branding.

Kaynakça

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