Impacto económico de la publicidad en Netflix, Prime Video, Disney + y HBO Max. Del SVOD al AVOD

This article analyzes the transformation of the business model of streaming platforms, focusing on the transition from SVOD (Subscription Video On Demand) to hybrid models with advertising (AVOD and HVOD). Based on a case study of four leading platforms—Netflix, Prime Video, Disney+, and Max—it examines the economic factors driving this change: market saturation, subscription fatigue, rising production costs, and pressure to diversify revenue. The introduction of advertising allows platforms to maintain affordable prices and attract cost-sensitive audiences, although it poses challenges for the user experience. The methodology combines documentary analysis, comparative study, and review of economic data from 2022 to 2025. The results show that the hybrid model is gaining prominence as an emerging industry standard. There is also greater investment in segmented original content and formats designed to maximize viewing time and advertising return. The study provides a comprehensive view of the economic impact of this evolution and proposes future lines of research on user retention, churn prediction, and advertising ethics in digital environments.