O consumo de filmes e séries: tv por assinatura x netflix

Abstract

Brazil is among the largest consumer markets for entertainment platforms than audiovisual services. According to a survey conducted by Strategy Analytics, the country is the fourth largest market for Netflix streaming services. Considering this context, this research was developed with the main objective to analyze the behavior of the consumers of movies and series through the services of pay TV and Netflix in the city of Fortaleza. Investigating the attributes that awaken the perception of value of the consumers of each platform and the motivations that stimulate the preference and the investment in each service. The research approach was qualitative and quantitative using a questionnaire applied with 128 people using the technique of non-probabilistic sampling by judgment and carried out for convenience. In the research it is noticed that each service has its particularities as its own positive attributes and its users value these respective characteristics to continue to use the service. The price and variety of programming are among the attributes required in the main motivations perceived among the users of each service: convenience of using the service in multiplatforms, possibility of sharing the signature, have discounts when opting for pay-TV packages with internet and landline, and fast availability of recently released movies and series.