Media libraries and subscription video-on-demand services in Germany: Usage habits and perceived differences from the user’s perspective
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Verena Telkmann [1]
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[1] TH Köln University of Applied Sciences
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- Localización: Journal of Creative Industries and Cultural Studies: JOCIS, ISSN-e 2184-0466, Nº. 11, 2024, págs. 176-214
- Idioma: inglés
- Enlaces
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Resumen
The streaming industry has seen rapid growth worldwide in recent years with intense competition among the major international providers. In Germany, streaming services and pay TV providers achieved a turnover of over five billion euros for the first time in 2022. The number of users subscribing to services such as Netflix, Disney+, and RTL+ has also doubled in the last five years and currently stands at 21.2 million people with one or more subscriptions. In the midst of this competition, this study examines the differences in usage habits, preferences, and user perceptions regarding content offer, user experience, brand perception, and pricing between media libraries and subscription video-on-demand (SVOD) providers in Germany. The study draws on STP theory (segmentation, targeting, positioning) to show how German TV companies can effectively use their resources and differentiate themselves in the competitive market. Based on 1,726 responses from an online survey of German students, empirical significance tests were conducted. These show that SVOD and media library users prefer different program types and that media libraries have a clear need to catch up, especially with regard to personalized recommendations and brand perception.
