Field Lab on Consumer Perceptions and Preferences in the German Video-On-Demand Streaming Market - A Conjoint Analysis

Abstract

The German video-on-demand (VOD) streaming market is highly competitive and dominated by US players. Private TV providers must adapt to consumer behaviour shifting from linear to on demand. This thesis identifies German consumers' preferences for VOD streaming services through Conjoint Analysis. Findings show that content type, price, and content origin are the most influential factors in consumer decision-making. These insights provide valuable guidance for German TV providers in tailoring their offerings to meet consumer demands.