Device Choice for On Demand TV

Abstract

The consumption of media and television has changed dramatically over the past few years. Proliferation of content and devices means that viewers are no longer bound by traditional linear broadcasting and are making extensive use of time shifted content on their own terms. As a result there has been an in depth focus on the new forms of media consumption. The main objective of this research was to examine the consumer choice of devices to consume time-shifted content, more specifically video-on-demand content. This was examined from a consumer behaviour perspective to determine the choices that viewers make regarding which devices to use; together with an analysis of contextual situations. The research design was of a descriptive nature and ordinal quantitative data were collected through an electronic survey. 188 respondents who had access and made active use of video-on-demand platforms within a pay-tv operator completed the survey. Results revealed moderate statistical relationships for some of the individual values that had been identified from consumer behaviour theory. Descriptively, relationships were noted for certain devices and the widespread consumption of others The research concluded with recommendations for the management of the broadcasting industry based on the findings, as well as direction for further research opportunities.