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Publicação
German sports streaming market: consumer insights and strategic growth opportunities
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.5 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
The rapid evolution of sports streaming has disrupted traditional TV in Germany, driving
demand for flexibility and affordability. This study explores the key-factors influencing
consumer decisions, focusing on challenges such as market fragmentation, rising costs and
unmet needs. Using a multi-method approach, it integrates conjoint analysis to quantify
preferences, perceptual mapping to visualize platform perceptions and insights from expert
interviews as well as a pre-survey.
The findings highlight the need for user-centric strategies to increase satisfaction, address
affordability and reduce fragmentation, particularly in Germany's football-centric culture. The
study provides actionable recommendations for platforms to adapt to evolving consumer
expectations in a competitive market.
Descrição
Palavras-chave
Sports streaming industry Consumer perceptions Consumer preferences Market fragmentation Pricing Content variety Conjoint analysis Perceptual mapping Competitive positioning User-centric strategies Digital transformation Germany Marketing research