Schmitt, DanielaCardoso, Julieta Redondo2025-04-022025-04-022025-02-042025-01-29http://hdl.handle.net/10362/181819In 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.engSubscription video on demandPortuguese marketMarket researchVideo streaming platformsSubscriber attractionConjoinLiterature reviewPerceptual mapConjoint analysisConsumer perceptionsConsumer preferencesPiracymaster thesis203925750