THE IMPACT OF STREAMING SERVICES ON FILM DISTRIBUTION STRATEGY

This article examines the changes brought by streaming services to the film industry, becoming a crucial component of the media economy. With the onset of digitalization and the growth of streaming, cinema has moved beyond traditional distribution channels. Platforms such as Netflix, Disney+, and HBO Max have transformed the content distribution model, offering users access to extensive libraries of movies and series through subscription-based or ad-supported models. The interdisciplinary approach of this article allows for an exploration of the economic, sociocultural, and technological aspects of this transformation. The study discusses innovations in recommendation algorithms, personalized content offerings, and original productions that have become defining features of successful streaming services. Examples of adaptive strategies include the creation of exclusive content and the incorporation of ads into subscription models, attracting new audiences and driving revenue growth. The research findings confirm that despite the audience's continued interest in traditional cinemas, streaming services retain significant potential for expanding their customer base, particularly in the context of globalization and shifting consumer habits. The article concludes that streaming has become an integral part of the modern film industry and a key driver of its future growth.