On-Demand Streaming: A Perspective of Brazilian Consumer Behavior

It is understood that the consolidation of subscription streaming services has transformed audiovisual consumption and repositioned entertainment in Brazilian daily life. This work seeks to understand how consumers deal with the abundance of supply on paid video on demand (SVOD) platforms and what factors influence their decisions in a competitive environment. It is based on the hypothesis that, in addition to variables such as price and catalog, symbolic, affective and social elements also play a relevant role in the choices. The study was conducted on three fronts: literature review on consumer behavior and digital entertainment; market analysis of the main SVOD platforms in Brazil; and application of a questionnaire based on the Theory of Uses and Bonuses (TUG). The study aims to contribute to the clarification of habits and preferences in streaming consumption and their relationship with specific subjective motivations, even when not explicitly perceived by the user.