Usage visual identity in marketing communications for online streaming platforms

Document Type : Original Article

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Assistant lecturer in the Department of Media, Faculty of Arts - Assiut University

Abstract

The advent of digital streaming platforms has changed the way people consume digital media content. With fierce competition between platforms, each platform tries to distinguish itself from its competitors and create a unique brand identity and use it in marketing communications to attract and retain customers, the study aims to analyze the use of the visual identity of digital streaming and viewing platforms in their marketing communications. And how different elements of visual identity are used through the services of platforms Netflix, Shahid, and Watch IT. The study found that the visual identity of online streaming platforms evolves according to the marketing objectives adopted by the platform at each stage. As well as the use of the platform’s visual identity with its different elements (logos, colors, fonts) in their marketing communications to express the platform's values towards the community and the target audience.

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