Control and Innovation on Digital Platforms : the case of Netflix and streaming of video content

Abstract

In this thesis I investigate innovation processes on innovation platforms, and look at the role played by content release for innovation in digital distribution of home entertainment. I argue that innovation platforms rely on several aspects of innovation in order to succeed, and this thesis is concerned with one of these, namely release of digital entertainment content. I use the American video streaming service Netflix as a case and example of such an innovation platform. By using technology blogs as my main empirical source, I analyse the discourse that leads up to release or withdrawal of video content between Netflix, a platform owner, and the Hollywood motion picture studios, being the legal owners of video content. I argue that Netflix´s service can be characterised as a generative Internet media platform, implying thatinnovation is promoted by distributing control between several heterogeneous actors, by that creating unforeseen dependencies concerning content, networks, technology and devices. Additionally, the findings suggest that content release was essential for making Netflix´s innovation succeed, and by that allowing for various innovation activities on this platform. It furthermore seems like this innovation has made a broad impact in the cultural industries, as alike versions of Netflix´s streaming service are being established for a range of different content.