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Field Lab on consumer perceptions and preferences in the German video-on-demand streaming market – a literature review
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| 2.45 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
The transition from linear TV to digital consumption is highlighted in this literature study,
which examines the development of the video streaming business in Germany. Local service
providers Joyn and RTL+ face competition from global platforms such as Netflix, Amazon Prime,
and Disney+. While AVOD gains pace, subscription-based (SVOD) and hybrid models
predominate. Among the difficulties include growing competitiveness, monetization issues, and
GDPR restrictions. Platform success is driven by tactics like network effects, behavioral pricing,
and customer lifetime value (CLV). Sustainable expansion is ensured by the improved adaptability
of modular platform design. The results highlight the importance of innovation, content
differentiation, and strategic business models in preserving competitiveness in Germany's changing
streaming market.
Descrição
Palavras-chave
Marketing research Video-on-demand German video-on-demand streaming platforms Conjoint analysis Perceptual map Consumer preferences Consumer perceptions