Formation of the “new spectacle”: Understanding modern streaming (by the example of Netflix and others)

The paper aims to identify the characteristics of the “new spectacle” in the context of screen digitization. The author’s focus on identifying the stages of screen digitization and the emergence of new cultural practices when viewing content on streaming services is crucial. The scientific novelty of the study lies in its multifaceted analysis of media consumption and media production transformations in the digital age, particularly emphasizing the significant role of streaming services in these processes. The author investigates the interactive aspects of streaming services where viewers can influence the plot, which is a significant contribution to understanding contemporary media practices. As a result, the author emphasizes that streaming services have become catalysts for numerous changes in the media industry, leading to democratization of content access and production. The work notes the possibility of a functional differentiation of modern media consumption culture under the influence of screen culture before the streaming era and during the streaming era. The emergence of new demands for content creation in the context of the “new spectacle” is highlighted.