The Main Tendencies in Audiences’ Perception of Online Platforms Netflix, Amazon, Hulu and the Influence of Those Platforms on Television

The extension of digital technologies and the Internet in traditional media promotes the transformation of content broadcasting forms. The audience is changing its’ daily habits and acquiring new interests owning to the modern rhythm of life. Entertainment content sources adjust to the needs of viewers, thereby attracting the audience. This research paper examines two types of entertainment content sources: television and video-on-demand services. This paper aims to reveal the process of functioning and the audience’s perception of online platforms and linear television broadcasting. This study answers the research question of which impact the use of online platforms has on the development of television. This research reveals the fundamental factors of the popularity of streaming media and the significant reasons for modifying television broadcasting due to the popularity of online services. Hypotheses are tested by using a qualitative research method - interviews. User interviews revealed the main trends in the viewer's perception of online platforms and traditional television. Expert interviews allowed us to analyze the “insights” about the work of TV channels and “video on demand” services. Interviews also helped to identify the main trends in modern changes on television, due to the use of streaming media by the audience. The results of the study showed how viewers’ perception and an active use of online platforms affects the changes in modern television broadcasting.