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Exploring consumer perceptions and preferences in the Portuguese subscription video on demand market through preliminary interviews to guide subscriber attraction
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Resumo(s)
In the highly competitive Portuguese SVOD market, platforms face increasing challenges to
attract and retain subscribers, thus the purpose of the thesis is to explore strategies to mitigate
this concern. Therefore, Literature Review established the market context and strategies, while
Preliminary Interviews provided qualitative perspectives from consumers and industry experts.
Perceptual and Conjoint analysis uncovered consumer preferences and perceptions. The
findings highlight that exclusive content, local productions, personalization, and competitive
pricing are the most valued features for users, while advertisement holds minimal significance.
Additionally, piracy presented a significant threat to the market, with higher prevalence among
men and younger demographics.
Descrição
Palavras-chave
Subscription video on demand Portuguese market Market research Video streaming platforms Subscriber attraction Conjoin Literature review Perceptual map Conjoint analysis Consumer perceptions Consumer preferences Piracy