O valor do Netflix para o consumidor brasileiro
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/17722 |
Resumo: | The increase of internet penetration and mobility enabled the appearance of new players that offer online media subscription. Today Netflix is the largest of these players, with 87 subscribers around the world. The on demand model is already a reality for some Brazilian consumers. The option to customize the use of such platform changes the experience of the consumer, as it is possible to shape the users viewing experience to reflect their personal preferences and time availability. The objective of this dissertation is to understand the value that Netflix offers to the Brazilian consumer. To achieve this objective, other´s authors hypothesis were verified and new hypothesis were drawn. The conclusions were based on the answers of 225 responses to an online questionnaire, as well as some interviews. Among the main conclusions, we highlight three points. The first is that the greatest value for the consumers consisted in having the option to use the platform wherever and whenever they wished. The second point regards the kind of content offered: the international content was the highlight for being the most watched, while consumers indicated that the sports and news content was in short supply. The third point was a suggestion for a possible improvement to the product. The answers indicate that consumers would also like to have the ability to use the platform while offline. This point was indicated mainly because of the poor internet service in Brazil, which could momentarily block the access to online streaming services. |
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Amaral, Marcela Rodrigues doEscolas::EBAPENunes, José Mauro GonçalvesBezerra, Arthur CoelhoGoia, Marisol Rodriguez2017-01-04T17:13:36Z2017-01-04T17:13:36Z2016-11-16AMARAL, Marcela Rodrigues do. O valor do Netflix para o consumidor brasileiro. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2016.http://hdl.handle.net/10438/17722The increase of internet penetration and mobility enabled the appearance of new players that offer online media subscription. Today Netflix is the largest of these players, with 87 subscribers around the world. The on demand model is already a reality for some Brazilian consumers. The option to customize the use of such platform changes the experience of the consumer, as it is possible to shape the users viewing experience to reflect their personal preferences and time availability. The objective of this dissertation is to understand the value that Netflix offers to the Brazilian consumer. To achieve this objective, other´s authors hypothesis were verified and new hypothesis were drawn. The conclusions were based on the answers of 225 responses to an online questionnaire, as well as some interviews. Among the main conclusions, we highlight three points. The first is that the greatest value for the consumers consisted in having the option to use the platform wherever and whenever they wished. The second point regards the kind of content offered: the international content was the highlight for being the most watched, while consumers indicated that the sports and news content was in short supply. The third point was a suggestion for a possible improvement to the product. The answers indicate that consumers would also like to have the ability to use the platform while offline. This point was indicated mainly because of the poor internet service in Brazil, which could momentarily block the access to online streaming services.O aumento da penetração da internet e da mobilidade possibilitou o surgimento de novos players na distribuição de vídeo por assinatura. Atualmente, o maior deles é o Netflix, com 87 milhões de assinantes no mundo. O modelo sob demanda já é uma realidade para alguns brasileiros e muda a experiência do usuário na medida em que cada um elabora sua própria programação com base nos seus gostos pessoais, sua disponibilidade de tempo e preferências sobre o dispositivo que será utilizado para tal finalidade. Este trabalho teve como objetivo compreender o que é valor para o consumidor do Netflix no Brasil. Para isso, foram verificadas hipóteses que outros autores já apontaram como valor para consumidores do Netflix e novos pontos foram levantados. As conclusões foram baseadas nas 225 respostas de um questionário online e em algumas entrevistas presenciais. Dentre as principais conclusões podemos destacar três pontos. O primeiro é que a característica com maior valor para os consumidores foi a liberdade de poder assistir quando e onde quiserem. O segundo foi em relação ao tipo de conteúdo ofertado e consumido: o conteúdo internacional se destacou como o mais assistido e consumidores indicaram uma lacuna de conteúdo esportivo e jornalístico no serviço. O terceiro foi uma sugestão de melhoria no produto que está relacionado com a possibilidade de assistir offline. Esse ponto foi levantado por diversos participantes da pesquisa, que indicaram que a conexão precária da internet no Brasil poderia impedir o acesso em alguns momentos.porConsumerValueVideo on demandNetflixConsumidorValorVídeo sob demandaEconomiaNetflix (Firma)Tecnologia streaming (Telecomunicação)Videos para InternetConsumidores - PreferênciaO valor do Netflix para o consumidor brasileiroinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessTEXTO valor do Netflix para o consumidor brasileiro.pdf.txtO valor do Netflix para o consumidor brasileiro.pdf.txtExtracted texttext/plain102660https://repositorio.fgv.br/bitstreams/233f8027-e24d-46f7-a806-6a41dee15076/downloade0716d62724ce4cb46c63e5a441fc73fMD57ORIGINALO valor do Netflix para o consumidor brasileiro.pdfO valor do Netflix para o consumidor 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|
dc.title.por.fl_str_mv |
O valor do Netflix para o consumidor brasileiro |
title |
O valor do Netflix para o consumidor brasileiro |
spellingShingle |
O valor do Netflix para o consumidor brasileiro Amaral, Marcela Rodrigues do Consumer Value Video on demand Netflix Consumidor Valor Vídeo sob demanda Economia Netflix (Firma) Tecnologia streaming (Telecomunicação) Videos para Internet Consumidores - Preferência |
title_short |
O valor do Netflix para o consumidor brasileiro |
title_full |
O valor do Netflix para o consumidor brasileiro |
title_fullStr |
O valor do Netflix para o consumidor brasileiro |
title_full_unstemmed |
O valor do Netflix para o consumidor brasileiro |
title_sort |
O valor do Netflix para o consumidor brasileiro |
author |
Amaral, Marcela Rodrigues do |
author_facet |
Amaral, Marcela Rodrigues do |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EBAPE |
dc.contributor.member.none.fl_str_mv |
Nunes, José Mauro Gonçalves Bezerra, Arthur Coelho |
dc.contributor.author.fl_str_mv |
Amaral, Marcela Rodrigues do |
dc.contributor.advisor1.fl_str_mv |
Goia, Marisol Rodriguez |
contributor_str_mv |
Goia, Marisol Rodriguez |
dc.subject.eng.fl_str_mv |
Consumer Value Video on demand |
topic |
Consumer Value Video on demand Netflix Consumidor Valor Vídeo sob demanda Economia Netflix (Firma) Tecnologia streaming (Telecomunicação) Videos para Internet Consumidores - Preferência |
dc.subject.por.fl_str_mv |
Netflix Consumidor Valor Vídeo sob demanda |
dc.subject.area.por.fl_str_mv |
Economia |
dc.subject.bibliodata.por.fl_str_mv |
Netflix (Firma) Tecnologia streaming (Telecomunicação) Videos para Internet Consumidores - Preferência |
description |
The increase of internet penetration and mobility enabled the appearance of new players that offer online media subscription. Today Netflix is the largest of these players, with 87 subscribers around the world. The on demand model is already a reality for some Brazilian consumers. The option to customize the use of such platform changes the experience of the consumer, as it is possible to shape the users viewing experience to reflect their personal preferences and time availability. The objective of this dissertation is to understand the value that Netflix offers to the Brazilian consumer. To achieve this objective, other´s authors hypothesis were verified and new hypothesis were drawn. The conclusions were based on the answers of 225 responses to an online questionnaire, as well as some interviews. Among the main conclusions, we highlight three points. The first is that the greatest value for the consumers consisted in having the option to use the platform wherever and whenever they wished. The second point regards the kind of content offered: the international content was the highlight for being the most watched, while consumers indicated that the sports and news content was in short supply. The third point was a suggestion for a possible improvement to the product. The answers indicate that consumers would also like to have the ability to use the platform while offline. This point was indicated mainly because of the poor internet service in Brazil, which could momentarily block the access to online streaming services. |
publishDate |
2016 |
dc.date.issued.fl_str_mv |
2016-11-16 |
dc.date.accessioned.fl_str_mv |
2017-01-04T17:13:36Z |
dc.date.available.fl_str_mv |
2017-01-04T17:13:36Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
AMARAL, Marcela Rodrigues do. O valor do Netflix para o consumidor brasileiro. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2016. |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/17722 |
identifier_str_mv |
AMARAL, Marcela Rodrigues do. O valor do Netflix para o consumidor brasileiro. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2016. |
url |
http://hdl.handle.net/10438/17722 |
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info:eu-repo/semantics/openAccess |
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openAccess |
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bitstream.checksum.fl_str_mv |
e0716d62724ce4cb46c63e5a441fc73f 4adf07af41b90d1afdbbd121db282c99 dfb340242cced38a6cca06c627998fa1 4c66b5894aabc5acfdde37894c6534e6 |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
|
_version_ |
1810023888676978688 |