The Evolution of Business Models in Digital Movie Streaming Platforms
Volume 04, Issue 1
Authors
Maria Bartekova • Iza Gigauri • Nargiz Hajiyeva • •
Keywords
digital streaming platforms, business models, video-on-demand, platform economy, consumer behaviour
Citation in APA style
Bartekova, M., Gigauri, I. & Hajiyeva, N. (2026). The Evolution of Business Models in Digital Movie Streaming Platforms. Journal of Business Sectors, 4(1), 102–110. https://doi.org/10.62222/KMPA4176
DOI
Abstract
Research background:
The rapid development of digital technologies and the expansion of internet infrastructure have significantly transformed the media and entertainment industry, particularly movie distribution. Digital movie streaming platforms have emerged as dominant actors, displacing traditional distribution channels and reshaping value creation in the audiovisual sector. This transformation is driven by technological innovation, changing consumer behaviour, and intensifying competition, which together have prompted the continual evolution of streaming business models.
Purpose of the article:
This paper analyses the evolution of business models in digital movie streaming platforms. It focuses on examining the relationships among market growth, digital infrastructure, consumer behaviour, and platform competition.
Methods:
The study adopts a quantitative design based on secondary statistical data drawn primarily from international databases (mainly Statista). The analysis uses data covering 2018–2027 for global digital media trends and 2024 for country-level and consumer-behaviour indicators. The methodology combines descriptive statistics, graphical trend analysis, and regression analysis. Global market development is examined using time-series data on digital media users and streaming adoption, while selected country-level indicators are used to assess the relationship between economic and digital market conditions and video-on-demand revenue. Consumer behaviour is analysed through a comparative evaluation of subscription and cancellation motives. Model assumptions are assessed using diagnostic tests, including the Durbin–Watson and Shapiro–Wilk tests.
Findings & Value added:
The results show that the growth of digital movie streaming platforms is closely associated with the expansion of internet use and digital media consumption. Economic development and digital market maturity significantly influence streaming revenues. Consumer decisions are driven primarily by content quality, price, and perceived value, highlighting the importance of retention strategies. Platforms increasingly adopt hybrid business models that combine subscription-based revenue with alternative monetisation approaches. Cross-country differences indicate variation in monetisation efficiency, and strong brand positioning appears to support premium pricing. Overall, the findings underscore the roles of digital infrastructure and competitive market conditions and provide practical insights for platform strategy, including pricing, content differentiation, retention, and investment in digital infrastructure. The results may inform decision-making on platform positioning, monetisation strategy, and long-term business model development.