TV Streaming Services in Portugal: Understanding the drivers that lead to the purchase of online services, instead of consuming Pay-Tv or pirated sites

• Autor(a) principal: Piteira, Maria Duarte de Mira Rosado
• Data de Publicação: 2024
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/164846
• topic: Netflix; streaming; consumer behavior; Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação

The cable TV industry has been suffering in the last decade with the growth and transformation of new and disruptive technologies. With the emergence and development of TV streaming platforms, people have been changing the way they consume and have access to information and entertainment. Factors such as the development of broadband internet and the creation of alternatives to the television screen (such as computers, tablets, and smartphones), have been increasingly creating television consumption alternatives for consumers, without cable TV being the main and only way of consuming television content. With one subscription and internet access, we can watch various and diverse content, which can be seen wherever, whenever, and however, we want. These factors have been leading people to change their TV consumption habits, as they now have access to more flexible ways of watching their favorite programs. Through these streaming platforms, it is possible to have access to complete or even exclusive content, which allows the consumer to define what he wants to watch and in what timeline, without having to be limited to cable TV schedules. The fact that nowadays it is possible to access streaming platforms via any mobile device also gives more freedom in accessing content from all around the world. This study aims to understand what are the factors that are leading consumers to pay a premium price for TV streaming services instead of watching Pay-Tv or pirated sites.