Algorithms, digital participation and audience fragmentation in the streaming era: A systematic review of the scientific literature

Abstract

Streaming platforms have transformed the audiovisual ecosystem and consumption dynamics, redefining the relationship between algorithms, audiences, and new communication models. This study analyzes, through a systematic literature review of Redalyc, Scopus, Latinex, and Google Scholar, the current state of research examining this relationship, identifying predominant approaches and examining how audience fragmentation is conceptualized in the digital environment. The research was conducted using a qualitative approach at an exploratory-descriptive and correlational level. From a total of 2,000 sources, 23 articles were selected and, after applying the Collin Instrument with 13 methodological quality criteria, 13 were evaluated for inclusion in the final study. Subsequently, the data were processed using Minitab. The results indicate that streaming platforms have transformed the traditional mass communication model by offering specialized content, immediate and on-demand access, and bidirectional and participatory communication, in which users assume an active role within consumption niches defined by age, interests, and cultural habits. Accordingly, algorithms regulate access to information, shape consumption patterns, and contribute to audience fragmentation. At the same time, users become active participants who not only consume content but also recommend, share, and evaluate it. It is concluded that the relationship among algorithms, audiences, digital participation, and audience fragmentation constitutes the primary theoretical framework for understanding transformations in modern communication and their corresponding social and cultural implications.