Video streaming platforms: how subscription video on demand platforms can attract new subscribers in the Portuguese market: exploring relevant literature on subscriber attraction and content strategies for subscription video on demand platforms

Abstract

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.