Competing for the attention of Finnish young adults: A study on content choice preferences in the Finnish audiovisual industry

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Journal Title

Journal ISSN

Volume Title

School of Business | Master's thesis

Authors

Date

2024

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Marketing

Language

en

Pages

31 + 4

Series

Abstract

Finnish young adults have vast amounts of audiovisual content available at their fingertips. To understand what content wins in this competitive field, this study aimed to shed light on what processes and factors influence Finnish emerging adults’ decisions when selecting content, investigating the content preferences of Finnish young adults in the context of the Finnish audiovisual industry. Drawing on practice theory and the uses and gratifications framework, the study explores whether Finnish young adults prefer foreign content over local content, concentrating on the effect that the original language of a series might have when selecting content. Extending on the understanding of factors influencing content choice beyond language, the study examines the role time availability and accolades in shaping content choices, contributing to a better understanding of media consumption in the digital age. A mixed-methods approach was employed, consisting of a qualitative pilot study (n=2) and a quantitative factorial 2 x 3 experiment (n=129). Participants were 18–35-year-old emerging adults residing in the Uusimaa region. The results reveal a statistically significant preference for content in English content. While the overall choice between Finnish and foreign series proved to be significant, discrepancy between genres indicate that there is more to this phenomenon. Additional analysis indicated that time constraints do not influence content decisions, while the existence of accolades might. Future research should investigate what results different genres and script types (non-scripted vs. scripted) yield.

Description

Thesis advisor

Gloukhovtsev, Alexei

Keywords

audiovisual industry, emerging adults, practice theory, uses and gratifications, content preferences

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Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-202408255605

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[gradu] Kauppakorkeakoulu / BIZ