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This study examines characteristics of successful online streaming businesses and proposes with the new gained insights a scalable business model solution for a podcast streaming service. As podcasts have just recently regained popularity after ten years of existence, there is an open opportunity to capitalize on the growing market of listeners. With the emergence of new formats and high-end studio productions such as ‘Serial’, the most accessed podcast to date, the podcast industry is becoming increasingly attractive to advertisers and new businesses. However, since the industry is still young and in development stage, there is a lack in knowledge and data that could help a podcast streaming firm to find a successful business model and win over the market. Aiming to fill the gap, this research project conducts a comparative case study analysis of leading video and audio streaming services to identify the characteristics of successful business models in the online streaming industry. By synthesizing the business model canvas as a documentation tool and the VRIO framework for benchmarking, this study integrates and combines theoretical models to provide empirical results for validation. In order to assess the finding’s applicability to the podcast industry, six semi-structured interviews were conducted with experts of the industry. As one of the key findings, this study extracted a total set of 21 success factors that can be attributed to the resources and competences of an online streaming firm. Seven of these factors are regarded as necessary for a firm to remain competitive in the industry, whereas 14 factors show potential to unlock competitive advantages. Thus, this report suggest that an online streaming service is likely to achieve sustaining success if the 21 identified success factors are incorporated in the business model. The outcome of the expert interviews demonstrates that the identified success factors are largely applicable to a podcast streaming service. The main differences lie in the success factor’s potential to generate competitive advantages. Due to the fact that the podcast industry is less evolved than the online streaming industry, it holds more untapped opportunities that can be leveraged by firms. For instance, offering ‘tailored and dynamic ad solutions’, unlocking ‘multiple revenue streams’ or pursuing an ‘integration with social media’ are some of the factors that are widely implemented by online streaming firms, yet unexploited in the podcast industry. Furthermore, particularities of the podcast medium lead to different rules of competition. Whereas ‘streaming licenses’ are the competitive basis for online streaming services, the open accessible format of podcasts significantly lowers the barriers of entry for aggregating businesses. The study therefore suggests that i. a. producing ‘original content’ and offering platform users a ‘personalized user experience’ can create a competitive edge to differentiate from rivals. On the basis of the aforementioned results, this study proposes a business model solution for a podcast streaming service that operates as a multi-sided platform with a freemium model. The main revenue streams are created by advertising sales and channel subscriptions. In summary, this study concludes that an implementation of 21 success factors could lead an online streaming service to a dominant market position. The identified success factors can largely be applied to a podcast streaming service, though particular variations need to be taken into account. / Denna studie undersöker egenskaper hos framgångsrika online streaming-företag och föreslår, med de nyfunna insikterna, en lösning på en skalbar affärsmodell för en online streamingtjänst för podcasts. Podcasts har existerat i tio år och nyligen har fenomenet växt i popularitet, vilket har ökat kapitalistmöjligheterna i takt med att lyssnarsiffrorna stigit. Idag består podcasts av ett flertal olika programformat och är ofta välproducerade studioproduktioner. Så som "Serial", den podcast som haft störst genomslag hittills. Podcast-industrin blir allt mer attraktiv för annonsörer och företag. Men då branschen fortfarande är i ett tidigt utvecklingsstadium har den ett flertal märkbara brister. Det saknas kunskap och information för streaming-företag inom podcasts, hur dessa ska gå till väga för att ta fram en hållbar och framgångsrik affärsmodell. Det huvudsakliga syftet med denna studie är att fylla gapet genom att sammanställa en jämförande fallstudie av de ledande video- och ljudstreamingtjänsterna för att identifiera egenskaperna hos framgångsrika affärsmodeller i online streaming industrin. Denna studie kombinerar och integrerar teoretiska modeller genom en syntetisering av ‘The Business Model Canvas’ som dokumentationshjälpmedel och ‘VRIO-framework’ för benchmarking. För att uppnå empiriska resultat applicerbara på podcast-industrin, genomfördes sex semistrukturerade intervjuer med experter i branschen. Studien består av 21 utvalda framgångsfaktorer applicerbara till de resurser och befogenheter som en online streamingtjänst bör ha. Sju av dessa faktorer anses nödvändiga för att företaget ska förbli konkurrenskraftigt i branschen, medan de övriga 14 faktorerna ger dem potential för att låsa upp konkurrensfördelar. Denna rapport bevisar att framgången för ett online-streaming-företag sannolikt kommer att uppnås och upprätthållas om de 21 utvalda framgångsfaktorerna finns med i företagets affärsmodell. Resultatet från expertintervjuerna visar att de identifierade framgångsfaktorerna till stor del även kan tillämpas på en streamingtjänst för podcasts, då de viktigaste skillnaderna ligger i framgångsfaktorernas potential att generera konkurrensfördelar. Då podcast-industrin är mindre utvecklad än online streaming-industrin, finns det fortfarande ett flertal outnyttjade möjligheter kvar att nyttjas av podcast-industrin. Till exempel finns möjligheterna att erbjuda annonsörer "skräddarsydda och dynamiska annonslösningar", frigörande "multipla intäktsströmmar" eller "integration med sociala medier", detta är faktorer som ofta används av online streaming-industrin för video och ljud, men ännu inte av podcast-industrin. Podcast som medie har egenskaper som leder till andra konkurrensregler. "Streaming-licenser" är konkurrensmässiga villkor för online streamingtjänster, men den öppna lättillgängligheten för podcasts sänker avsevärt vissa hinder. Studien föreslår därför att produktion av "det ursprungliga innehållet" och att erbjuda plattformsanvändarna en "personlig användarupplevelse" kan skapa ytterligare konkurrensfördelar som skiljer företaget från sina konkurrenter. Baserat på ovannämnda resultat, föreslår denna studie en fungerande lösning på en affärsmodell för en online streamingtjänst för podcasts, som fungerar som en flersidig plattform med en freemium modell. De viktigaste intäktsströmmarna skapas genom annonsförsäljning och kanalabonnemang. Sammanfattningsvis konstaterar denna studie att ett implementerande av de 21 framgångsfaktorerna kan leda en online- streamingtjänst till en dominerande ställning på marknaden. De identifierade framgångsfaktorer kan till stor del tillämpas på en streamingtjänst för podcasts, men vissa variationer måste beaktas.

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.

網際網路的發展加上行動裝置的普及，導致人們觀看影音媒體的方式逐漸數位化，資策會2015年報告指出，72%台灣民眾每週至少觀看一次線上影音平台。4G時代的來臨，使得網路直播成為一種新應用，世界各地也逐漸興起一股網路直播平台的風潮，多數的直播平台雖然擁有很高的用戶流量，卻沒辦法成功的把這些用戶流量轉化為金流，高額的頻寬成本造成直播平台連年虧損。然而，Twitch卻能脫穎而出，以專攻遊戲直播市場，2015年營收高達13.6億美元，更被亞馬遜以9.7億美元將其收購。究竟直播平台應該如何獲利？如何驅動營收的成長？為本研究欲探討之問題。 本研究挑選專攻遊戲直播市場的Twitch 為個案，運用多邊市場結構的概念分析Twitch的獲利模式；運用社群遞增動態循環四構面-內容、忠誠、輪廓和交易活動，分析Twitch如何驅動營收成長。 本研究發現，Twitch多元的獲利模式依賴其平台所連接之多邊市場，並且對不同的市場採取不同的獲利模式。Twitch多元的獲利模式歸納為：訂閱、廣告和交易模式。另外，直播平台想要驅動營收的成長，則需專注於核心領域、提升平台內容質量和平台成員之忠誠度，才能夠有效驅動平台多元的營收成長。 / The way of people watching media are changing to digitalization. According to Taiwan Institution for Information Industry’s report in 2015, 72 percent of population in Taiwan watch media through online video platform at least one time in a week. Also, the fourth generation of mobile telecommunications technology (4G) makes the application of online streaming popular, which leads more and more online streaming platforms came out all over the world. In fact, many online streaming platforms are losing money year after year, due to the huge cost of the Internet Bandwidth and without a successful profit model to transform the high volume of users into revenue. However, Twitch, which focus on game live streaming market, are very successful nowadays. Twitch claims 43% of market share in the gaming content industry and earned $3.8 billion in 2015. Also, Twitch was bought by Amazon for $970 million in 2014. Therefore, this research chooses Twitch as a research target, and focus on analysis of Twitch’s profit model and how Twitch increases its revenue through theoretical method This research finds that Twitch’s successful profit model is due to its multi-markets. Twitch uses different profit strategies on different markets. Twitch’s multiple profit models can be categorized into Subscription, Advertising, and Transaction Models. In addition, Twitch increases its revenue by focusing on core market, increasing the quality of platform contents and the loyalty of platform users.

Streaming video services have been ingrained into everyday life among Swedish teens, and the media content is often considered to benefit English language learners. The present study aims to verify that elevated English language proficiency and avid consumption of online streaming media appear synchronously in upper secondary school students. This is done by gauging online streaming media habits in students enrolled in a Swedish upper secondary school using a questionnaire, and then employing Pearson correlations to investigate the strength of the relationship between this data and student scores on a provided test of receptive vocabulary. Some attention is given to the effect of subtitle language choice on the viewer, as well as giving a brief summary of extramural English. The results are that there were found to be mostly weak correlations of low significance between test scores and online streaming media-use. The discussion links the predominantly weak correlations and significance values to previous studies about frequent multitasking occurring while participants are watching audiovisual media at home. Some space is given to a suggestion on how to adapt the present methodology to upper secondary schools to enable active teachers to explore how their English learners consume audiovisual streaming media and how this may relate to language proficiency. The study concludes that more research is needed to form a more accurate view of the relationship between watching online streaming audiovisual media and improved English language proficiency, and that further investigations should be of greater magnitude and breadth in both sampling as well as what demographic data is gathered.