**1. Introduction**

The television and video industry has undergone significant changes in recent years, driven by advancements in technology and changes in consumer behavior. The telecommunications, media, and entertainment sectors are experiencing substantial transformations due to technological advancements, evolving consumer preferences, and the emergence of new business models. Within these industries, the video

entertainment sector serves as a prime example of how the conventional linear value chain is evolving with the increasing influence of platform-based business models [1]. Digital innovations have revolutionized the way content is produced, distributed, and consumed. This has given rise to a new ecosystem of content creators, ranging from independent filmmakers to established studios, who can reach a global audience without the need for traditional broadcast infrastructure. On the other hand, viewers now have more control over what they watch, when they watch it, and how they engage with content. Furthermore, the revenue model has also evolved in the online era. Subscription-based services have become the norm, with viewers paying a monthly fee for unlimited access to a platform's content library. This shift has led to a decrease in traditional advertising revenue for broadcasters, prompting them to explore new advertising strategies, such as targeted ads, digital marketing, or copy writing.

Currently, popular smart television and video streaming services are becoming increasingly favored by consumers. Video streaming is a term applied to the compression and buffering techniques that allow one to transmit and view video in real-time through the internet [2]. Its services offer unparalleled convenience to consumers. Users can access a vast library of movies, TV shows, and original content from anywhere and at any time, using various devices such as smartphones, tablets, smart TVs, or computers. The emergence of platform-based business models has played a pivotal role in reshaping the television and video industry. Platforms like Netflix, Amazon Prime Video, and Disney+ have gained significant market share by providing a directto-consumer streaming experience. These media provide an extensive selection of content across different genres, catering to diverse interests. Streaming services leverage sophisticated algorithms and user data to offer personalized recommendations based on individual viewing habits and preferences. By analyzing a user's viewing history, keyword, ratings, and interactions, these platforms can suggest relevant content, helping users discover new shows and movies tailored to their interests. Moreover, it incorporates social features that enable users to engage with content and share their viewing experiences with friends and family. The proliferation of streaming platforms has disrupted the traditional media, offering viewers greater control, personalized experiences, and a vast array of content choices. As the industry continues to evolve, content creators, broadcasters, and technology companies must adapt to these changes and explore innovative strategies to thrive in the digital era of television and video.

One trend that has emerged is the increasing importance of language context in the industry. With a growing global audience and an increasing demand for content in multiple languages, the industry is turning to new technologies and strategies to meet this demand. Language plays a crucial role in determining the success and reach of television and video content. By considering language context, content creators can tailor their offerings to specific linguistic markets, effectively adapting to diverse audiences [3]. One of the key considerations in utilizing language is understanding the cultural nuances and preferences of different linguistic communities. It is not just about translating content from one language to another, but rather about adapting the content to resonate with the target audience's cultural and linguistic sensibilities. This involves considering linguistic variations such as dialects, accents, and idiomatic expressions that are unique to specific regions or communities. Differences arise within a language as a result of how individuals utilize it or through interactions with other languages and cultures. Languages exhibit variations in various aspects of their structure, encompassing syntax, morphology, phonology, lexicon, semantics, pragmatics, and more [4].

In other phenomena, the perspective tries to explore trends and opportunities related to language context in the future of the television and video industry. It
