Analýza spotřebitelského chování na trhu streamovacích video platforem

Abstract

This bachelor’s thesis focuses on the analysis of consumer behavior of users of video streaming platforms in the Czech Republic and their relationship to current trends in the streaming services market. The aim of the thesis is to identify the factors influencing platform choice, describe the ways in which these services are used, including binge-watching, analyze account sharing, switching behavior, and factors related to potential subscription cancellation, and assess differences between selected demographic groups. Data were collected through a quantitative online questionnaire survey conducted on a sample of 206 respondents aged 18–65. The results show that the most important factors in platform choice are the content offering, absence of advertising, subscription price, and availability of exclusive content. The most frequently used video streaming platform was Netflix, while Oneplay also held a significant position. The research further showed that account sharing is a common phenomenon among respondents, most often taking place within the family or household and primarily motivated by cost savings. Binge-watching was also identified as an important viewing behavior, mainly associated with the attractiveness of the storyline. Differences were also found between selected demographic groups, especially by age. Younger respondents used Netflix more often and watched content on devices other than television as well, while older respondents more often preferred Oneplay, television screens, and Czech dubbing. Based on the results, recommendations were formulated for providers of video streaming platforms, focusing mainly on content offering, pricing policy, user segmentation, and the setting of account-sharing conditions.