Schmitt, DanielaHirzler, Luisa Philine2025-04-042025-04-042025-01-152024-12-17http://hdl.handle.net/10362/181920The 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.engMarketing researchVideo-on-demandGerman video-on-demand streaming platformsConjoint analysisPerceptual mapConsumer preferencesConsumer perceptionsmaster thesis203926099