IMPACT OF YOUTUBE AND NETFLIX ON TRADITIONAL MEDIA AND

HOW DIGITAL MEDIA IS RESHAPING THE MEDIA INDUSTRY

SUBMITTED TO
UZMA ALEEM
SUBMITTED BY
AQSA AZAM
(251651010)

DEPARTMENT OF MASS COMMUNICATION LAHORE

COLLEGE FOR WOMEN UNIVERISTY
 TABLE OF CONTENT
CHAPTER 1
Introduction 1
1.1 Rationale of Study 3
1.2 Significance of Study 3
1.3 Objectives of study 3
CHAPTER 2
Literature Review 4
INTRODUCTION

No doubt this is an era of digital media and it has changed the world of traditional media (TV,
radio,print and film) in unexpected ways. Youtube is a free video sharing platform where users
can watch, like, share, comment and can upload their own video. You just have to make the
account on Youtube by using google account and you can start uploading your videos. The
youtube can be accessed on laptops, phones and PCs. It is a second largest search engine after
Google. YouTube has become a place where individuals can write, film, edit, produced, and
upload anything they can come up with. There are almost no limits when it comes to YouTube.
Someone can cover a song, write a short film, play a game, or just talk to the camera about
something that interests them. It allows people to showcase their life, options, or art in a video
format without having to deal with writers, producers, actors, etc. because all they need is a
camera and a YouTube account and they're good to go. People on YouTube can instantly give
feedback and interact with creators, but people on traditional media are not able to give feedback
and that's a big reason why people like to watch content on YouTube. Teens reported spending
37% of their daily video consumption on YouTube according to Pieper Jaffery Teen survey
2019.
Netflix is a streaming service that allows its members to watch a wide variety of TV shows,
movies, documentaries, and more on thousands of internet-connected devices. With Netflix,
people can enjoy unlimited ad-free viewing of our content. There's always something new to
discover, and more TV shows and movies are added every month. Unlike youtube Netflix is not
a free video streaming platform. It has a free trail for 30 days. To watch content on Netflix its
members have to pay monthly subscription and can watch any movies, Tv shows whenever they
want wherever they want. Netflix is a video on demand service unlike Tv channels and movie
theatres you can watch the movie or tv show whenever you want. Netflix is currently the
dominating player in the on-demand video streaming market. The convenience of watching
favorite shows anytime, anywhere has made Netflix a great hit among its users. Started as a
DVD rental service in 1997, Netflix has grown into a giant video streaming service. Teen
reported spending 35% of their daily video consumption on Netflix, according to the Piper
Jaffery Teen survey 2019.
Traditional media is the types of media that have been used since before the internet and mobile
phone technology or digital media were developed. Traditional media includes television, radio,
newspaper, magazines, film etc.
Until a few years ago, people mostly used traditional form of media (Television, radio,
newspaper, films in theater) for entertainment purpose and for gaining any kind of information.
Television was the biggest source of content. People used to spend most of their time in front of
tv watching their favourite TV shows. But within a passage of time digital media change the way
people consume the content now people prefer consuming content through digital media like
youtube, Netflix, Amazon. we can say that youtube and Netflix is killing the traditional media.
we are seeing the massive exodus from traditional media people are cutting the cables and ther
are transitioning on to the new media. One of the major reasons of this change is people do not
have enough attention span to wait through the commercials anymore or wait for the next week
for their show to come on. People now want content on demand, they want the things to happen
quickly. Digital form of media or we can say new media is now taking over the traditional form
of media because new media has the novel feature like immediacy, feedback, video on demand
these features are not available in traditional form of media. In digital media users are in the
control they can watch what they want to watch at any time
Presently, the digital media may be described as the growing media that is widely used by all and
sundry. It can also be referred to as an on-demand access to content anytime, anywhere, and on
any digital device such as, smart phones, computers among others. It ranges from the social
media (Facebook, Twitter, WhatsApp, Instagram, Blogs, etc.) to other Internet-enabled devices
such as YouTube, Netflix, amazon. However, before the inception of the new media, only the
traditional media that is, television, radio, and newspaper were available for use. In fact,
advertisements were concentrated on that media since there were no other alternatives. However,
with the advent and increase in the use of the new media across all fields, advertisers have also
engaged the use of the new media platforms for advertising goods and services. Youtube
changing the concept of advertisement because on you tube you can watch 30 seconds
advertisement and grab the concept of the ad and learn about the new products. Like
advertisement on television have specific time duration you are not able skip it on the television
to watch the program but if you are using you tube and advertisement appear on the video you
are watching you can skip that advertisement after 5 seconds.
You tube and Netflix also have another name they are also called Video-On-Demand (VOD)
services. Actually the term “video on demand or content on demand ‘attracting the people
toward digital media and that’s why traditional media users are also shifting toward it.
How Netflix is changing or reshaping the traditional form of media ( Films, Tv serials)?.Before
Netflix, consumers went to the movies, rented VHS tapes or DVDs and watched whatever was
on live TV. Now, consumers can stream content instantly to any device, anywhere. Netflix has
changed how consumers access film and TV. They’re no longer tied to the TV and forced to sit
through commercials. Instead of paying for cable plans, a growing number of Americans are
cutting the cord and only using streaming services. In 2018, the number of people who cut the
cord increased by nearly 33%, to 33 million people. At the same time, Netflix users are
increasing. Consumers prefer the flexibility of being able to watch what they want when they
want to.
One of the biggest factors for consumers deciding how to view content is the programming.
Consumers don’t want to pay for content they won’t watch. Netflix spent a staggering $13 billion
on content in 2018, with around 85% of that going to original shows. Original content is what
stands out to viewers. They can watch most network shows in multiple places, but they can only
get original content straight from Netflix. The content creation side of the company seems to be
hitting on all cylinders. The Netflix original movie Bird Box was watched by 45 million accounts
its first weekend. When translated to box office dollars, the movie would smash anything
currently in theaters.
How digital media is reshaping the media industry?. Digital form of media (websites, you tube,
applications) is taking over the old media and reshaping it. Here is an example of how digital
media is reshaping the old media, all the mainstream TV channels, Newspapers, Magazines also
started their own websites or You tube channel through which they publish or broadcast the
content. All the famous entertainment Tv channels or news channels have their own you tube
channels on which they Upload news, dramas, films etc.
Rationale of selecting this issue
There is a marked shift in consumer preferences towards digital media consumption as compared
to traditional forms of media which include TV, print press, and radio. People are spending more
time each day on digital rather than traditional forms of media. This researcher selected this topic
to find out what impact digital media has over the traditional media and how it reshaping the
media industry. This researcher selected this topic to find out that people now a days prefer
watching content on you tube or Netflix or they preferred to watch the content on tv, or reading
newapapers.
Rationale of Selecting Audience
Researcher has selected young adults. Young adults are more likely to be on new media. They
know more about the digital media. Young adults are selected because researcher wants to know
that to what extent you tube and Netflix is famous among the youth. Young adults can tell the
research how much time they spend on Internet and how much time they spend in front of
Television. Young adults can predict about the future of the traditional media and digital media.
Significance of Study
New media is the most effective tool in this era and it is just changing how consumer view
content. This is the age of digital media and it is important to know how the digital media
changing things around us. We are consuming content through digital media so it is important to
know the reason why we are more relying on it. This study will focusses on the emergence of the
new media and its wide spread use above traditional media. The main significance of this
research is that it will tell predict about the future of both digital and traditional media.
Researcher in this study will try to find out which medium is better and which medium has
negative affect on us.It is necessary to know that why you tube or Netflix is becoming permanent
habit of the people.
Objectives of the study
 To know the impact of new media over traditional media
 To find out that which media (You tube or TV) is more popular among people
 Is Youtube and Netflix killing the traditional media
 To find out does traditional media has a bright future or not?
 To find out the future of you tube and Netflix?
 Is the digital media superior than the traditional media?
Literature Review
Literature review is considered to be the most important part of the research proposal as it
includes previously done studies or relevant literature to the current topic. These
studies/literature allows the researcher to select new dimension for his/her research.
Studies which are related to this topic are:
Generally, the role of the mass communication media across the globe cannot be under
estimated. The media has shown the ability to frame issues and set agenda on the issues and/or
events as they unfold on daily basis. In The New Media Book edited by Dan Harries, Edwards
(2004) sees the new media to be “a vast array of technologies; the internet and the World Wide
Web, Satellite Broadcasting, Digital and CGI effects, computer graphics, CDs and DVDs, Cell
Phones and Personal Data Assistants (PDAs), Video games, Computer graphics and software,
digital Music, on-line Comics, high definition television, digital Video and Cinema.” More so, it
can be described as the forms of communicating in the digital world, which include electronic
publishing on CD-ROM, DVD, digital television and most significantly, the Internet. It implies
the use of desktop and portable computers as well as, wireless handheld devices. Almost every
company in the computer industry is involved with new media in one way or the other. It
generally refers to the various new communication outlets that now pervade the present world. It
makes communication easier and faster. On the other hand, the traditional media refers to those
methods indicative of print based newspaper and television. They include the electronic, the print
and the narrowcast media with tremendous achievements over decades. The advent of the
traditional media especially television, offered both audio and visual and it created a creative
ground for advertisers to explore. At the time, adverts became more real and interesting to the
masses since it was possible for them to see human actions and how the advertised products are
packaged and used. So much recon was accorded to the television until the advent of the new
media. Of note, in recent times, the advent of the new media had posed many challenges to the
traditional media. In other words, the traditional media actually aided the then advertisers to
present their products to a heterogeneous audience as well as allowing people to see clearly what
was being presented to them on the screen. Hence, it needs to integrate social media and thereby
allow the readers to get access to information on time and anywhere. Whereas, traditional media
tends to limit the access to information as some huge devices are needed before the readers can
get access to information, the new media is easily accessible at anytime and anywhere. The
existence of the new media had to a reasonable extent provided users the opportunity to become
potential “Citizen Journalists” also known as incidental journalists. According to Hanson et al.
(2010) “These social media provide a new form of mediated communication that gives the
audience access to on-demand content and the ability to share and discuss it with others.” This is
something that the traditional media can never offer its readers and users since it determines
every input and output.
The New Media is essentially an amalgamation of most media forms existing anywhere in the
world today. It is a roaring example for the democratization of publishing as well as distribution
virtue of the New Media is in its ‘archives’ content, that can be instantly accessed by the
information needy, hence giving the seeker a sense of security. Though it is old information that
the seeker avails, it gives a sense to every user that the media is of his/her own time, thus
asynchronous nature vanishes. The New Media is highly interactive. New Media has the
potential to be a good mediator between the governors and the governed. There are numerous
instances of it being a help to better the local self-governance. There are limitations like the
espionage, wiki-leaks, etc. But traditional newspapers also favor political biases (paid news) and
its credibility is becoming low day by day, while the trust of information on New Media is on the
rise. Even government websites are on and rising. (Dr.B.K.Ravi, 2011) .
In exploring the distinctions and complementarities between the new media and mainstream
mass media, the mass media are typically highly centralized, require significant investment and
resources and can be heavily influenced by governments through various mechanisms and forms
of control whereas the new media de centralized, require very low investment, provide greater
interactivity and public participation and are much more difficult to control (Banerjee,2008). The
parameters of freedom and space found in the mainstream media are directly or indirectly
prescribed by the government. Therefore traditional media environment also brought about a
worrying culture of self-censorship within the journalistic community (Mohd Safar Hasim, 2002;
Mustafa K Anuar, 2007). With this scenario, it is therefore not surprising for the new media to
gain popularity acceptance in civil society. People are now free and have the opportunity to
create their own news as well as to get the other side of the story by getting news from the
Internet which is seen as free from control (Rosenstiel, 2005). Anyone with a blog can be a
reporter, anyone with a cell phone can be a videographer and anyone on Facebook, Twitter or a
thousand other platforms can be a news editor, or at least a curator.

Digitalization has not only changed the marked for audio-visual media, leading to the increasing
importance of video portals, but has also changed the audience’s behavior. Although
conventional television is still there, more and more viewers use mobile devices to watch films
and television serie. Their changed use habits go hand in hand with new offerings that invite
intensive reception. Video-on-demand use and binge watching are examples that illustrate a
trend from mass communications to massive personalization (Bolin, 2014). Video-on demand
platforms are the latest form of time-shifting technologies. The large offer of the platforms
allows consumers to individualize their consumption practice. They integrate the new practices
in their everyday routines, and sometimes they celebrate the consumption of television series as
social event. The freedom of the traditional program schedule of classical linear television is the
most important motive for audiences to use VoD platforms. These platforms such as Netflix
collect data on their users and use them to produce popular series such as House of Cards, and at
the same time to present their users a personalized selection of content. The users in our study
repeatedly criticized the platforms recommendation algorithms and they were really unsatisfied
with the genre categories that the platform uses to classify their offer. In the “on-demand culture”
(Tryon, 2013), users can consume all kinds of audiovisual content at any time, not only at home,
but wherever they go with their mobile devices. Such individualized use is no longer oriented
after the conventional, linear programming structures of broadcast television, and leads to a
fragmentation of the audience, is connected with the fragmentation of content offerings into
increasing numbers of television channels and growing numbers of video portals, such as
YouTube, and VoD platforms, such as Netflix and Amazon Prime. Furthermore, more and more
conventional television broadcasters and cable networks are going online, offering their content
over the Internet, as for example, HBO is doing with HBO NOW.
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