The “Streaming Wars” in pandemic time: Strategies of American streaming platforms to promote and distribute TV series in Spanish audiovisual market

In March 2020 a world health crisis caused by the Covid-19 virus led to a lockdown. Social life came to a standstill and people were forced to spend leisure time locked at home. Against this background, television and social media were a source of entertainment, and the number of subscriptions to streaming services experienced an unprecedented growth. This paper aims to examine the strategies of main international over-the-top platforms (Netflix, HBO, Prime Video and Disney+) in the Spanish audiovisual industry applied during the pandemic crisis. From a qualitative approach a documental analysis is applied to scientific papers, audiovisual institutions, and specialized press. A descriptive and critical review allows for relevant findings regarding three main aspects: the catalog of films and television series, the exhibition and distribution of audiovisual projects, and the promotional events across social media. In general, streaming services focused on an exclusive catalog of films and television series premiered in the platform, a strong penetration across social media with promotional events, and other types of activities and promotions. In conclusion, the pandemic scene has consolidated a range of techniques that are still present due to the digital environment and the behavior of viewers.