Constructing Streaming Success

The media industries have adjusted in the twenty-first century according to the evolution of technology, giving rise to the streaming industry and the numerous platforms that compete within the field. With this evolution, certain aspects that determine popularity and success have become irrelevant to streaming, specifically the measures and definitions of success. Netflix and Disney are two of the most dominant media companies in the industry, which makes them held to ambitious standards and are regarded as successful. Yet, with their application of anti-transparency practices, it has been generally difficult to determine how they measure and define success for their streaming platforms. Thus, this paper investigates the research question, "How do Disney and Netflix discursively construct and communicate their platforms' success to the public?" in an attempt to focus particularly on how the two companies determine and construct their notions of success. This study follows the media industry studies approach by focusing on how executives and people in power construct discourses of success for their streaming services. Critical discourse analysis is employed to dissect the language used by the executives and the companies; the data gathered consists of public and digitally accessible documents from both companies, which include letters to shareholders, quarterly earnings conference calls transcripts and reports. Alongside that, trade and popular press videos and articles that directly quote executives were also part of the data gathered. There are three concepts that Disney uses to construct their definition of success: content strategy, connection with audiences, and finances. While Netflix focuses on finances, metrics and numbers, content strategy, and globalization. As seen, the two companies do agree on two aspects that contribute to their discourse of success. Moreover, discourse analysis revealed that Disney's construction of success is more emotionally driven, with a focus on the connection they built with their audiences. On the other hand, Netflix is more objective and numerical when constructing success, basing audience engagement and enthusiasm on the numbers and insights obtained from their metrics.