Analysis of Digital Data Consumption of Video Streaming Platforms During COVID-19

In order to determine the trend of studies on the factors that generate the consumption of paid video streaming platforms during the COVID-19 pandemic, a systematic review of scientific literature was conducted. To search for the information, the Scopus database and the Concytec repository, Alicia, were consulted. The keywords “streaming”, “platform”, “media”, “COVID-19”, “Netflix”, “video” and “pandemic” were used. Sources were located in three languages. The data analysis allowed dividing the information into five categories: background on the positioning of streaming platforms, audience behaviour, consumption drivers, cases related to Netflix and platforms in times of confinement. It is concluded that during the pandemic, people mutated their mode of digital consumption, becoming more dependent, which has been capitalised on by streaming platforms that, taking advantage of habits, adaptability, and consumption trends, and responding with innovation, have increased users, in a distribution of the sector in which Netflix, thanks to its own strategies, is the leader. These reviewed factors move a consumer marketplace uphill, creating loyalty among previous audiences and tempting new ones, which could even overcome the pandemic period.