Young audience and VOD platforms of linear television. Perceptions about Playz, Mtmad and Flooxer

Abstract

Introduction: The new audiovisual paradigm, marked by flexible consumption, a wide catalog and a participatory audience, increases the interest of linear television in connecting with young people. To that end, the channels manage specialized content platforms. This research aims to analyze Mtmad, Playz and Flooxer, and the perceptions about them. The specific objectives are to examine the catalogs; evaluate identification with management chains; analyze youth-content identification and study their consumption habits. Methodology: A content analysis based on web structures and catalogs is proposed; and a survey of 160 young people about their knowledge, identification and consumption patterns. Results: Mtmad leads in terms of web design, mainly in structure and user experience. In terms of content, the three platforms present similar numbers of titles, although heterogeneity of strategies is observed. Mtmad opts for reality television, and Flooxer and Playz for fiction. According to the survey, Mtmad is the best-known platform but Playz is the most consumed, the most identified with linear television and with whose catalog young people feel more identified. Discussion: What young people consume the most are series, even though they appreciate innovative formats starring Influencers. They do not identify with linear television, but they use and identify more with the platform that they directly associate with a conventional network. Conclusions: Despite the different strategies and perceptions of young people, a homogeneous tendency to produce content that encourages interactivity is detected.