TV aberta e streaming gratuito: a oferta de vídeo sob demanda do SBT

Resumo (EN)

This article aims to reflect upon the offer of VoD television, based on a case study of two free streaming platforms from the Brazilian TV channel SBT: the website SBT Vídeos and the YouTube channel SBT Online. We start with considerations about the advantages and risks of the free offer via YouTube. Next, we present a brief description of the two initiatives and their specificities, which point to different strategies, especially concerning modes of navigation, content distribution and user interaction. Among the main results, we highlight the need for a critical look at digital content distribution strategies in the platform society and strategy adopted for the SBT Videos website as less interactive and more individualized, while the possibilities of interaction offered by YouTube for the SBT online channels allow greater interaction and collective experience.