The transition trend from Pay-TV to streaming platforms : the influence of decision-making-power and age on consumers’ motivations

• Autor(a) principal: Elias, João Maria Bernardino Mira Mendes
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
• Texto Completo: http://hdl.handle.net/10400.14/26955
• topic: Pay-TV; Streaming platforms; Transition; Age; Decision-making; Power; Cord-cutter; Plataformas de streaming; Transição; Idade; Tomada de decisão

The purpose of this project is to explore and analyse the transition trend of content consumption from pay-TV to Streaming Platforms, by examining the influence of the factors Decision-making-power and Age of consumers on their motivations (eg. Price, Convenience). The consumer’s motivations were established from information gathered in the Literature Review, and were used throughout the research. The study is exploratory as well as quantitative, which included data collection through two focus groups with a total of 15 participants, and an online survey with 184 respondents. The results show that the factors Age and Decision-making power influence some of the consumer’s motivations, and there is clear evidence that respondents are watching content for more hours on Streaming Platforms than on pay-TV channels and that they recognize the platform as less expensive, more convenient and more entertaining than pay-TV channels. Since there is, in fact, influence from the factors Age and Decision-making power, pay-TV-channel companies must create different strategies for consumers in different situations and age groups, in order to protect their businesses in the future. Furthermore, this study would be more complete and enlightening if, using a similar model, researchers explore each motivation deeper. Moreover, determining which motivations are the most important should be accessed after a quantitative research and not from information gathered on the Literature Review.