The rise of streaming platforms

The digital domain is the latest platform for the Manila Bulletin, which has chronicled every change in the way we live since it was founded in year 1900—now let’s see how the last decade has changed the way we watch for news, for entertainment, for enrichment 

The rapid advancement of technology has revolutionized how people entertain themselves. Social media and streaming have become essential components of daily life. Where we used to listen to news about our favorite celebrities from radio or TV before, the past decade has demonstrated a radical shift in media consumption behavior. 

Streaming platforms particularly have seen remarkable growth in recent years. Their existence has added a new dimension to our digital entertainment. This was especially true during the Covid pandemic when people’s mobility was restricted and cinemas were closed. Most of us were confined to our homes. What did we do then? Learn TikTok dances, watch Youtube, Netflix and chill!

The major attraction of streaming platforms is the diverse content they offer—ranging from local television dramas and Koreanovelas to hit movies, international series, and documentaries. Being a subscription-on-demand platform means viewers can watch the content when they want and how they want, without being tied to fixed broadcast schedules.

Being a subscription-on-demand platform means viewers can watch the content when they want and how they want, without being tied to fixed broadcast schedules.

Netflix continues to lead the pack when it comes to streaming, commanding a 34 percent market share as of the first quarter of last year, according to a report.  The rest, like Amazon Prime, Youtube Premium, Disney+, Max, Viu, iflix, iQIYI, and Hayu, aren’t far behind. Major local streaming services like VMX (formerly Vivamax) and iWantTFC have their own base of subscribers as well. In October 2024, VMX announced that it had reached 12 million subscribers, cementing its status as a major player in the local streaming scene.

As in the “network wars,” there’s an intense competition among the companies for viewers and subscribers—with emphasis placed on their affordability and accessibility. Increasing availability and the lower prices of smartphones and data plans mean even lower-income households can join the streaming wave. Telecommunications companies also play a crucial role in this expansion by offering bundled data plans tailored for streaming services.

It is true that free-to-air TV and cable TV have been most affected by the prevalence of video-on-demand. In response, traditional networks have embraced digital transformation by launching their own streaming platforms or establishing linkages. For instance, erstwhile rivals ABS-CBN and GMA Network now collaborate on jointly producing and airing the content on their respective channels.

For actors and other creatives in the movie industry, the rise of streaming gives them an opportunity to explore other revenue streams and enables them to broaden their audience reach. Because of the platform, those from the showbiz industry will have a chance to work on various projects, have more creative freedom, and gain globally recognized skillsets.

As streaming continues to grow, the competition among platforms is expected to intensify. Content localization will play a crucial role, with industry players investing in Filipino-made content geared toward local audiences. Additionally, the adoption of advanced technologies, such as artificial intelligence for personalized recommendations, is set to further enhance user experience.

Challenges remain, however. Limited internet infrastructure in rural areas and the relatively high cost of data in some regions can hinder widespread adoption of streaming in 2025 and beyond. Addressing these issues will be key to ensuring that streaming platforms reach their full potential in the Philippines. There must be continuous innovation and greater accessibility because these streaming platforms are here to stay, after all.