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Analysis of institutional authors

García JmAuthor

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November 8, 2023
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Netflix incorporates advertising into its business model Pre-roll and the alliance with Microsoft as a solution to its stock market debacle [NETFLIX INCORPORA PUBLICIDAD A SU MODELO DE NEGOCIO El pre-roll y la alianza con Microsoft como solución a su debacle en Bolsa]

Publicated to: VISUAL Review. International Visual Culture Review / Revista Internacional de Cultura. 9 - 2022-01-01 9(), DOI: 10.37467/revvisual.v9.3692

Authors:

Chamizo FG; García JM
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Affiliations

ESIC University-ESIC Business & Marketing School, Spain - Author
Universidad Rey Juan Carlos, Spain - Author

Abstract

Netflix lost 1,170,000 subscribers and tens of millions of dollars in the stock market in the first half of 2022, when it expected an increase of 2.5 million subscribers in the first quarter of the year and a plunge of two million in the second half. This stock market debacle has led the company to adapt its business model by schedul-ing the launch of a cheaper subscription with digital advertising with Microsoft, with which it hopes to recover one million subscribers between July and September 2022. This article looks at the advertising alternatives Netflix can use. © GKA Ediciones, authors. Creative Commons Reconocimiento-NoComercial-SinObraDerivada.
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Keywords

AdvertisingBusiness modelCinemaNetflixStreamingSvodTelevisión

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal VISUAL Review. International Visual Culture Review / Revista Internacional de Cultura 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, 2022, it was in position , thus managing to position itself as a Q2 (Segundo Cuartil), in the category Visual Arts and Performing Arts.

From a relative perspective, and based on the normalized impact indicator calculated from World Citations from Scopus Elsevier, it yields a value for the Field-Weighted Citation Impact from the Scopus agency: 2, 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: ESI Nov 13, 2025)

Specifically, and according to different indexing agencies, this work has accumulated citations as of 2026-04-19, the following number of citations:

  • Scopus: 2
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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 2026-04-19:

  • 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: 14 (PlumX).

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.
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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: Last Author (García Martínez, José Manuel).

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