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Resumo

This article explores how the growing incorporation of entertainment formats into video-on-demand (VOD) services is transforming publishing logics and commercial strategies in the streaming sector. Focusing on the twelfth edition of Operación Triunfo (OT), streamed on Prime Video between 2023 and 2024, we analyse the adaptation of this legacy format to the non-linear paradigm. The research pursues two main objectives: 1) to explain how entertainment television formats can reshape traditional content publishing logics in VOD services; and 2) to analyse their commercial strategies and integration into the business model of a major transnational company operating in this sector. Through a mixed-methods approach, including content and qualitative document analysis, the study identifies power dynamics between the production company and the streamer, as well as significant shifts in scheduling dynamics – such as shorter durations, earlier releases, and different cross-media strategies – and reveals Amazon's diversified monetisation tactics, including product placement, brand sponsorships, and alignment with its broader corporate business lines.

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