Abstract
ABSTRACT As subscription video-on-demand (SVOD) competition heats up with more newcomers beyond the quintessential Netflix, examining streaming video consumption from the perspective of an SVOD repertoire (a set of service subscriptions by a streaming user) can help the industry understand how consumers make decisions in forming their SVOD collection and their corresponding subscription patterns for marketing insights. Existing repertoire and SVOD studies still focus on users’ content selections and preferences, and the mechanisms and drivers affecting customer choices, without realizing that consumers are not seeking to pick the best SVOD out of all. Instead, consumers are attempting to curate an exquisite selection of services that satisfy their content needs for a reasonable price while avoiding streaming confusion (uncertainty about where to access the content) and fatigue (too many options). This study explored consumers’ SVOD repertoire within the U.S. context, investigating the SVOD repertoire patterns (size and composition) and differences in the SVOD repertoires regarding consumers’ demographics, media ecosystem, streaming behavior, and perceived repertoire adequacy through an online survey method. Through an analysis of responses from 1038 participants, the study demonstrated the value of the repertoire approach in examining SVOD subscriptions. Results showed the dynamic importance of certain SVOD services and configuration changes of one’s repertoire according to size. Netflix (as the likely core), Amazon Prime Video, and Hulu (as the two most likely complements) were the most subscribed SVODs. Differences were found in demographics, media ecosystem, streaming behavior, and perceived repertoire adequacy of users across different SVOD repertoire types.
Published Version
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