Streaming Services as a Promotional Instrument within the Digital Media Environment

The advent of streaming technologies can be ascribed to the innovative nature of the content they offer, the popularity of which has increased dramatically in recent years. The objective of this study is to provide a theoretical framework for integrating streaming platforms into the broader concept of promoting an organisation in today’s digital landscape. The article elucidates the main characteristics of streaming communications, explores ways to integrate them into an enterprise promotion programme and offers recommendations on how to effectively incorporate streaming platforms into an enterprise promotional strategy.