Analýza spotřebitelského chování na trhu video streamovacích služeb

Abstract

This bachelor thesis focuses on the analysis of consumer behavior in the video streaming services market in the Czech Republic. The aim of the thesis was to identify the key factors influencing users' platform choice and to compare their attitudes toward two specific services – the global provider Netflix and the local platform Voyo (Oneplay). The thesis combines theoretical insights from marketing and consumer psychology with a quantitative survey conducted through an online questionnaire, which gathered 198 responses. The results revealed that Netflix is perceived as more technically advanced and internationally attractive, while Voyo benefits primarily from its local content and domestic production. User attitudes vary notably based on age and gender. Based on the findings, practical recommendations for streaming service providers were formulated. The thesis offers a comprehensive overview of consumer preferences in the digital audiovisual content sector and can serve as a basis for marketing strategies and further research in this field.