Background: The market for streaming services has grown in Sweden, perhaps because of the country’s high technology level and high trust in digital payments, both of which are necessary to stream videos online and pay subscription fees. The usage of streaming services and the motivational factors for choosing them are dependent on many different variables, such as cultural and economic situations as well as individual needs. Comparing the streaming behavior between different age groups could provide important insights regarding the future marketing activities of streaming companies. Purpose: The purpose of this study is to investigate if there are differences in streaming behavior and the factors for choosing streaming services between the age groups 20-30 and 40-60 in Sweden. Method: The study follows a positivism paradigm since it aims to explain a social phenomenon by finding relations between different variables. Through a deductive approach, two models are used and tested by the empirical findings. A quantitative analytical questionnaire was published, and the empirical data was coded and analyzed by descriptive and inferential statistics to find differences between the two independent sample groups. Conclusion: The results suggest that there is a difference in the streaming behavior and motivational factors of Swedish streamers in age groups 20-30 and 40-60. In addition, it is suggested that the introduction of a hybrid video-on-demand service would not be successful if introduced to the sample group, mainly due to a negative attitude towards advertisements in streaming.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-60783 |
| Date | January 2023 |
| Creators | Jakobsson, Betty, Ovik, Moa |
| Publisher | Jönköping University, IHH, Företagsekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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