Instagram jako przestrzeń komunikacyjna dla twórców filmowych i młodych widzów: analiza porównawcza profili najpopularniejszych płatnych serwisów VOD w Polsce

Abstract

Thanks to social media, paid VOD services go beyond their borders and reach a wider audience, increasing their impact scope. Instagram is a tool which allows the owners of VOD services to maintain interaction with young viewers, who are the main users of this medium. The paper presents the results of a comparative analysis conducted with the use of netnography and media content analysis, posts published in 2019 on profiles connected with the most popular paid VOD services in Poland: Netflix, HBO, Ipla and Player.

Keywords

• social media
• new media users
• vod platforms
• instagram
• digital natives