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Field lab on consumer perceptions and preferences in the German video-on-demand streaming market - a conjoint analysis
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| 5.11 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
The German video-on-demand (VOD) streaming market is highly competitive and dominated by
US players. Private TV providers must adapt to consumer behaviour shifting from linear to on demand. This thesis identifies German consumers' preferences for VOD streaming services through
Conjoint Analysis. Findings show that content type, price, and content origin are the most
influential factors in consumer decision-making. These insights provide valuable guidance for
German TV providers in tailoring their offerings to meet consumer demands.
Descrição
Palavras-chave
Marketing research Video-on-demand German video-on-demand streaming platforms Perceptual map Conjoint analysis Consumer perceptions Consumer preferences