Motivação, credibilidade e identificação com a marca de serviços de streaming por parte do consumidor

Abstract

Streaming had its origins in the 1920s, with the creation of transmission systems using conductive cables. In recent years, the number of studies that seek to understand the profile and motivations of consumers of these services has increased, given that this can help not only in attracting new users, but also in maintaining existing ones (loyalty). Given this context, the present study set out to verify which motivational, credibility and brand identification aspects are predominant among streaming consumers. To this end, quantitative research was carried out, carried out through an online survey with 152 participants. The results indicate that people generally have high motivation and credibility with the streaming brands used. A low percentage of respondents admitted some level of identification with the platforms. The aspects that most motivate informants are the variety of content, the quality of the viewing experience and the exclusivity of titles; those that generate the most credibility are quality and performance, while the variable that most contributes to identification with the brand is the creation of an emotional relationship with its consumers, who feel that it meets their expectations and, in some cases, consider it your choice as part of your identity. Participants in this survey most frequently use the Netflix (69.1%) and Prime Video (63.8%) platforms. Therefore, it is concluded that other streaming services, such as Disney Plus, Star Plus and MAX (formerly HBO MAX), with rates of 47.4%, 42.8% and 40.1%, respectively identified in this study, have credibility potential and can expand its reach in the region. The study contributes by highlighting that consumer motivation is strongly associated with the convenience and quality of the content, as well as identifying a high degree of credibility, through the variables studied, with customers evaluating that the platforms deliver a quality service and that they comply with what they promise to deliver. Finally, the brand identification variables illustrate low identification, since most subscribers completely disagree and feel that they are linked to the brand.