The impact of digital transformation on the methods and practices of strategic management in the field of streaming services in the global media industry

Abstract

Digital transformation is changing the functioning of industries globally, and media is no exception. Streaming services, as key players in this field, face the need to adapt their strategic approaches to changing conditions. The purpose of this article is to study the impact of digital transformation on the methods and practices of strategic management in the field of streaming services. To achieve this goal, a methodology of mixed research was applied, including the analysis of secondary data (company reports, market research), a comparative analysis of the strategies of leading players (Netflix, Disney+, Amazon Prime Video) and interviews with experts in the field of strategic management and digital technologies. The emphasis was placed on studying the practices of using big data, recommendation algorithms, personalization, as well as the introduction of artificial intelligence technologies. The study showed that digital transformation has led to a radical revision of traditional strategies and the introduction of innovative approaches such as adaptive business models, platform ecosystems and the use of data for targeted audience targeting. The key role of content personalization and user retention strategies to ensure competitive advantages has been identified. In addition, constant updating of the digital infrastructure has become a prerequisite for the successful functioning of companies. The results obtained emphasize the need to modernize management strategies taking into account the rapidly changing conditions of the digital environment. However, problems related to high competition, the need to protect user data, and compliance with regulatory requirements were also identified. Digital transformation has dramatically changed the landscape of strategic management in streaming services, offering not only new opportunities for growth, but also creating complex challenges. Future research should focus on the development of universal techniques and tools that combine innovative technologies and sustainable strategic management practices.