STREAMING PLATFORMS AND THEIR IMPACT ON CONSUMER BEHAVIOR

Abstract

Streaming services have become popular as a form of streaming and content consumption in recent years. This study aims to understand the consumer's perception of streaming. The method used for data collection was qualitative research through in-depth individual interviews with 27 people and the survey with closed questionnaires online and a sample of 256 participants, selected for convenience. The qualitative data analysis method was bardin's content analysis technique (1988). Some of the results found pointed out that streaming users give great value to the convenience of services and at low prices. They use streaming as a source of leisure. They share the price of service with the various family members; value the original content and have completely replaced television media with streaming. The contribution of this study to the field in which it operates is to add knowledge to media consumption analyses, specifically to bring a profile of consumer perception related to streaming. In terms of relevance to the studies it can be said that it is essential that media entrepreneurs and science know what is the behavior of this consumer in relation to this new service.