Estrategias de producción televisiva en streaming, narrativa y engagement: revisión sistemática de canales digitales
Streaming Television Production Strategies, Narrative, and Engagement: A Systematic Review of Digital ChannelsBarra lateral del artículo
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Introducción: La expansión de la televisión distribuida mediante plataformas de streaming ha transformado la producción audiovisual al integrar narrativa, interfaces, recomendación algorítmica, estrategias de lanzamiento y participación de las audiencias. Objetivo: Analizar la influencia de estas estrategias sobre la calidad narrativa y el engagement en canales digitales. Método: Se realizó una revisión sistemática cualitativa, siguiendo las orientaciones de PRISMA 2020. La búsqueda se efectuó en Crossref y se complementó con consultas en fuentes académicas web y SciELO. De 218 registros identificados, 23 documentos cumplieron los criterios de inclusión y fueron incorporados a la síntesis temática. Resultados: los hallazgos muestran que las plataformas influyen en la experiencia narrativa mediante la articulación entre serialidad, autonomía temporal, personalización, marca y mecanismos de interacción. El engagement comprende continuidad de visionado, inmersión narrativa, vínculos parasociales, participación y lealtad. Sin embargo, un mayor consumo, interacción o personalización no implica necesariamente mayor calidad narrativa. Conclusión: Se evidencia que la producción para streaming requiere equilibrar la optimización basada en métricas con la autonomía creativa y evaluar el engagement mediante indicadores multidimensionales.
Introduction: The expansion of streaming-distributed television has transformed audiovisual production by integrating narrative, interfaces, algorithmic recommendation, release strategies, and audience participation. Objective: To analyze the influence of these strategies on narrative quality and engagement within digital channels. Method: A qualitative systematic review was conducted following the PRISMA 2020 guidelines. The search was performed in Crossref and complemented with queries in academic web sources and SciELO. Out of 218 identified records, 23 documents met the inclusion criteria and were included in the thematic synthesis. Results: The findings show that platforms influence the narrative experience through the articulation of seriality, temporal autonomy, personalization, branding, and interaction mechanisms. Engagement encompasses viewing continuity, narrative immersion, parasocial bonds, participation, and loyalty. However, higher consumption, interaction, or personalization does not necessarily imply superior narrative quality. Conclusion: It is evident that streaming production requires balancing metric-based optimization with creative autonomy and evaluating engagement through multidimensional indicators.
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