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Field lab on consumer perceptions and preferences in the German video-on-demand streaming market – a perceptual map analysis
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This thesis explores consumers’ perceptions of five platforms in the German VOD streaming
market and their relative positioning. The factor analysis revealed two dimensions, individuality
and reputation, that shape consumer perceptions. The perceptual map indicated that Netflix
emerged as the strongest player in both dimensions. The local players, RTL+ and Joyn, lag behind
international players in terms of reputation, while RTL+ was the second-most individual platform,
driven by its high association with entertainment.
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Palavras-chave
Marketing research Video-on-demand German video-on-demand streaming platforms Conjoint analysis Perceptual map Consumer preferences Consumer perceptions