From One Stream to Another: Young Adults' Behavior in Switching SVOD Services

Abstract

This thesis explores the increasing significance of subscription-based video on de- mand (SVOD) services in the lives of young adults between ages 18 to 25. With the evolution of digital entertainment, illustrated by services like Netflix, HBO Max, and Disney+, this study dives into the patterns of usage, subscription changes, and the factors influencing these behaviors among young adults.

This study underscores the shift from traditional entertainment mediums to digital platforms, indicating a consumer preference for accessing over owning content. This change is particularly evident in Western Europe, the Nordic countries, and the U.S., where households having SVOD services is notably high. A key aspect of this thesis is the examination of customer behavior concerning SVOD services. The research identifies common reasons for service switching, including high subscription costs, content quality depletion, and lack of time. The study reveals a fluidity in customer loyalty, with a substantial proportion of respondents indicating a willingness to re- subscribe to previously cancelled services.

Survey, a primary research tool, gives insights on the young adults’ interaction with SVOD services. It reveals insights into the factors influencing their subscription choices, the phenomena of service sharing (piggybacking), and the role of SVOD services in their daily lives. The survey results indicate that while young adults con- sider SVOD services essential, they are willing to compromise on them if necessary. This thesis also discusses the limitations of the research, including the potential bias in the survey sample and the challenges of accessing comprehensive data from ma- jor SVOD providers. In summary, this thesis provides insights into young adults’ behavior and preferences concerning SVOD services.

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