Creative Industry Company: the Impact of Innovation on Its Business Model Transformation (Netflix Case Study)

For the last decade creative industry, in particular, entertainment services such as streaming platforms, has been rapidly and constantly developing. However, the existing volume of research does not fully answer the question: to what extent does the introduction of innovations affect the business model a creative company, and how does this modification affect its competitiveness in the future? Therefore, this study sets itself the task of analyzing the most successful streaming company on the modern market, Netflix, and its direct competitors, so as to answer the question mentioned above. For this purpose, both qualitative (case study and comparative analysis of the characteristics of competing companies) and quantitative (charts) methods will be applied. The results of this study can be useful both in terms of further work in the field of the creative sector, and for practical improvement and change of the business models of these companies.