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Analysis of institutional authors

Vacas-Aguilar, FCorresponding Author

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Video streaming market: an analysis of Disney plus strategy

Publicated to:Profesional De La Informacion. 30 (4): e300413- - 2021-08-01 30(4), DOI: 10.3145/epi.2021.jul.13

Authors: Vacas-Aguilar, Francisco

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Abstract

The international launch of Disney+ in November 2019 marked the entry of Disney with its own brand into the market for direct sales of subscription video-on-demand (SVOD) consumer services. This market, although with Netflix as a prominent leader, is still in a consolidation phase that could lead to the disappearance of many operators since although traditional pay TV operators, such as cable operators in the US, are developing their own platforms due to subscriber loss in their core business, all face new threats such as increased operating costs, the need to increase investment in own production and others derived from new consumption habits such as consumer fatigue. This article analyzes, through the applied case study methodology, Disney's strategy to position Disney+ successfully in a short period of time and confirms findings from previous studies on the nature and evolution of the sector and trends like its high degree of concentration. which points to the complex reality of the SVOD market, the value that global brands would continue to have at this stage and finally allows us to analyze the real possibilities of creating a new streaming video market with lower entry barriers.

Keywords

Brand valueDisneyDisney+Entertainment industryMediaStrategyStreamingSvodTvVideo

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Profesional De La Informacion due to its progression and the good impact it has achieved in recent years, according to the agency Scopus (SJR), it has become a reference in its field. In the year of publication of the work, 2021, it was in position , thus managing to position itself as a Q1 (Primer Cuartil), in the category Cultural Studies. Notably, the journal is positioned above the 90th percentile.

From a relative perspective, and based on the normalized impact indicator calculated from the Field Citation Ratio (FCR) of the Dimensions source, it yields a value of: 5.81, which indicates that, compared to works in the same discipline and in the same year of publication, it ranks as a work cited above average. (source consulted: Dimensions May 2025)

Specifically, and according to different indexing agencies, this work has accumulated citations as of 2025-05-29, the following number of citations:

  • WoS: 3
  • Scopus: 5
  • OpenCitations: 3

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-05-29:

  • The use, from an academic perspective evidenced by the Altmetric agency indicator referring to aggregations made by the personal bibliographic manager Mendeley, gives us a total of: 28.
  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 45 (PlumX).

With a more dissemination-oriented intent and targeting more general audiences, we can observe other more global scores such as:

  • The Total Score from Altmetric: 1.5.
  • The number of mentions on the social network X (formerly Twitter): 2 (Altmetric).

It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

  • The work has been submitted to a journal whose editorial policy allows open Open Access publication.

Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (Vacas Aguilar, Francisco) and Last Author (Vacas Aguilar, Francisco).

the author responsible for correspondence tasks has been Vacas Aguilar, Francisco.