Are streaming platforms feeding into consumerist culture?

The rise of streaming platforms is a meteoric one. It feels like one minute Netflix was that little company that delivered DVDs to my house, and now that same company is a global phenomenon that seems to be in every home. These streaming services have transformed the way we consume media, but is this a good thing?

The aspect of streaming platforms that I particularly enjoy is the vast range of original series. These are often high-budget, high-quality productions that combine creative concepts with often undiscovered acting talent. A perfect example of this is Netflix’s Stranger Things. The original plot, combining sci-fi with ’80s nostalgia, has proven to be an unbelievable success. As well as original series, streaming platforms often buy the rights to books, which then frequently become popular television series; a recent example is the pop-culture phenomenon, The Summer I Turned Pretty, produced by Amazon Prime Video. Like Stranger Things, this series acquired a highly passionate fanbase. Both demonstrate the strengths of using a streaming platform model to produce a television series.

Streaming culture has removed the excitement of a weekly-release series

The problem with the streaming platform model is that it encourages consumerist culture. Viewers now expect to be able to watch anything they want, fuelled, for instance, by the release of a whole series at once, which allows viewers to binge the usually multi-year, million-dollar project in one day. Streaming culture has removed the excitement of a weekly-release series, where everyone would watch and react to the episode live. Now, if you do not watch the series as quickly as possible, you run the risk of getting spoiled. Viewers consume so quickly and expect there to be another thing to fill its place.

Streaming platforms provide access to a vast array of content in one place. They show new releases, as well as old classics, some of which you cannot find on live television. They cover a range of genres, from thrillers to K-dramas. As a consequence, streaming platforms appeal to a wide demographic. They maintain relevance by constantly updating their titles, so there is an endless number of episodes to consume. They appeal to the contemporary audience’s need to have everything at their fingertips, whether that is delivering items or food at the click of a button, or having access to any television series, past and present.

We are constantly being pressured to consume content

The mass production of new content by streaming platforms is not always a positive. These companies constantly churn out new releases. If a release is not immediately successful, it will most likely be cancelled; it is then replaced by more new content, and so the cycle continues. This process feeds into our consumerist culture, where we are constantly being pressured to consume content or ‘buy into’ media.

Moreover, the success of the streaming platform model has encouraged the creation of an arguably ridiculous number of different platforms. Each streaming service will have the rights to certain titles, like Disney+ owning the rights to Marvel and now Sony-produced television series, including Daredevil, which were originally on Netflix. Nevertheless, the Spiderman films have flitted between Netflix, Prime Video, and other streaming services. However, at the moment, they are available on Prime Video for an extra charge. This presents a problem to consumers because it necessitates paying for several services in order to have access to more content.

It feels like subscribing to streaming platforms is a modern-day necessity. Personally, I use Netflix and Disney+ almost every day. As a student, I am still using my parents’ accounts, like many others, as I do not have a regular income to fund the cost of a monthly subscription. Unfortunately, streaming giants have begun to crack down on this in order to stop people sharing passwords. This feels harsh, as surely people have the right to use or share their accounts however they like.

Streaming platforms are important as they allow access to a wide range of content

The choice to enforce stricter measures comes at the same time as companies raising subscription costs. Some platforms, like Prime Video, use ‘rent’ options that charge one-time fees for certain titles, or ‘buy’ options to own the media outright. The ‘buy’ option seems especially contentious to me, as you do not get to physically own the title (unlike physical media like DVDs). Some platforms are even introducing different subscription levels, with a cheaper option that includes adverts. This appears counterintuitive, as adverts are normally included to help fund free services. Nevertheless, if these options are cheaper, it could be a good route to save money on subscription costs.

Overall, I do think streaming platforms are important as they allow access to a wide range of content and the original content is definitely an advantage. However, they have many downsides, being multi-million-dollar companies that consistently seek more ways to make a profit at the expense of their audiences, oftentimes cutting back on the quality of their services.