MedieKultur: Journal of media and communication research

Transnational streaming services’ growing proliferation and continued success within a larger on-demand-driven media culture is currently changing the television industry at a high speed. The transnational competition is being addressed by the legacy television industry in different ways, and a common denominator is the companies’ strategic use of in-house video-on-demand services. This focus involves a transformation from broadcasters to online television companies (Johnson 2019), and this shift changes the working conditions and practices in the industry. It has an impact on the publishing strategies and practices (Bruun 2019, 2023) known from a multi-channel portfolio, and consequently the production cultures of different genres and subject areas are changing, as well as the content commissioning and creative processes and practices.