Purpose: The purpose of the study is to gain a deeper understanding of influencing behaviours concerning individualized viewing in relation to VoD-services (Video on Demand), and how this reflects the perceived viewing behaviour in terms of habits, content and social actions. Theory: The theory that primarily underpins this study is Jacob Bjur’s thesis Transforming Audiences. Bjur’s thesis provides an analytical model of individualized viewing behaviour that has been used in this study case. The model is founded on three central tenet areas of individualization, Habitualness that ensures habits, Socialness that refers to the social space and Referential space that ensures content/selection and viewership as a referential act. Method/Material: The study is based on a qualitative research method underpinned by focus groups interviews. Results: The research demonstrates strong tendencies towards an individualised viewing behaviour in the use of VoD-services. The study participants in the study feel that the habits they practice have become more individualised because of the constant availability and the wide range of selection that VoD enables. Users of VoD tend to divide their time watching, and select content differently than their family and friends. Since the individuals who participated in the case study feel that they follow their own habits, which often are irregular and have their own content preferences, they watch their own selected content alone.

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Extensive research has documented the relationship between listening to certain genres of music and negative effects on social behavior such as aggressive and antisocial behavior. The present study explored whether there are genres of music associated with altruism. Altruistic behavior is defined as behavior that is consistently more caring, helpful, considerate of other's feelings, and self- sacrificing. These behaviors promote our ability to thrive as a community. Yet, few studies have addressed the relationship between music and altruism. Data was collected from 608 college students who completed a self-report altruism scale, music preference measure, the Marlowe Crowne social desirability scale, and a demographic information form in order to see if there is a relationship between choice of music and altruism. A multiple hierarchal regression analysis found music genre choice accounted for 15.9 percent of variance in self-reported altruism. Significant, positive correlations emerged also between altruism and several music genres including alternative, country, classical, and emo.