Who Switched Off Old TV? Exploring the Recontextualisation of Broadcast Content by International Streaming Platforms in the Italian Television Market

The article examines the evolving relationship between global streaming services and national broadcasters in the Italian television market, situating the analysis within the broader European regulatory and industrial context. By exploring platform originals, continuation deals, licensed content, and the reuse of broadcast imagery, the study investigates how streaming services recontextualise and reorganise television within subscription video on demand (SVOD) environments while drawing on legacy texts, genres, temporalities, and cultural memory. Finally, the article argues that the rise of streaming platforms reveals processes of institutional adaptation and industrial continuity, through which television is strategically reframed rather than replaced.