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Field lab on consumer perceptions and preferences in the German video-on-demand streaming market - a qualitative research
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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 addresses a research gap by identifying factors influencing
German consumers' choice of VOD streaming services. Findings from the German market confirm
the literature and reveal new attributes shaping perceptions and preferences. Netflix emerges as the
dominant brand, while private TV providers lag in reputation and preference. Consumers prioritise
content type, price, and content origin. These findings offer insights for developing strategies for
German TV providers and suggest directions for future research.
Descrição
Palavras-chave
Marketing research Video-on-demand German video-on-demand streaming platforms Conjoint analysis Perceptual map Consumer preferences Consumer perceptions