This research aims to analyze the transformations in television, through the insertion of new telenovelas on streaming platforms. To do so, we explored changes, continuations and adaptations that video on demand services is doing to project the main Brazilian narrative format into other exhibition and consumption models. The study also discusses contemporary serialized narratives, the classic characteristics of telenovelas in Brazil and their cultural influence, the transformations in spectatorship and the audiovisual business model within the hypermedia context. The investigation is methodologically anchored by the map of mediations proposed by Martin-Barbero and in a reception survey with viewers of Todas as Flores – the second Brazilian telenovela on streaming and the first original produced for Globoplay. This analysis of new consumption practices of national television drama seeks a greater understanding of the paths of fictional content and participatory experiences in the face of technological transformations that transcend the boundaries of both the format and the original device.