Laghaie, ArashBraune, Jördis2025-07-302025-07-302025-01-292025-01-29http://hdl.handle.net/10362/185731The rapid evolution of sports streaming has disrupted traditional TV in Germany, driving demand for flexibility and affordability. This study explores the key-factors influencing consumer decisions, focusing on challenges such as market fragmentation, rising costs and unmet needs. Using a multi-method approach, it integrates conjoint analysis to quantify preferences, perceptual mapping to visualize platform perceptions and insights from expert interviews as well as a pre-survey. The findings highlight the need for user-centric strategies to increase satisfaction, address affordability and reduce fragmentation, particularly in Germany's football-centric culture. The study provides actionable recommendations for platforms to adapt to evolving consumer expectations in a competitive market.engSports streaming industryConsumer perceptionsConsumer preferencesMarket fragmentationPricingContent varietyConjoint analysisPerceptual mappingCompetitive positioningUser-centric strategiesDigital transformationGermanyMarketing researchmaster thesis203959400