Research questions:          RQ 1: What factors affect consumer behavior regarding streaming   services or TV-services? RQ 2: How do the factors affect consumers behavior when it comes to buying, continuing, substituting or ending a streaming service or TV-service?   Purpose:             We aim to discuss the underlying reasons, or factors as to  why consumers buy, substitute, continue or end subscriptions to   traditional TV, streaming services, or both mediums. We aim to use   focus groups to see if factors earlier quantifically studied can be   identified and supported qualitatively. This study will add to the   variability of the issue of streaming services versus traditional TV with   an in-depth view using a qualitative study on a Swedish sample.  Method:               A qualitative research method as well as a data driven content analysis   was chosen for this study. The data was collected by interviewing three   focus groups. Conclusion:       Cost was an important factor and was applicable in all factors and  behaviors. Cost was not a top priority for the informants unless the   increase was drastic. Range of content and specific content was a top  deciding factor for most behaviors, convenience was strongly   connected to continuing a service. Habit was a strong factor in   relation to continuing, technology was an important aspect   when it comes to usage. Other factors, such as bundling, leeching,   social components, free trial period or triggers are also significant,   however not deciding factors.