This paper is an analysis of the success factors of SVOD to reach Generation Z. It includes a case study of MTV+.
The objective of the present thesis is the identification and analysis of KSF of SVOD in order to attract Gen Z. It seeks to understand and examine SVOD usage behavior and preferences within the audience of Gen Z. After the determination of KSF geared towards the user expectations and preferences of Gen Z, implications and recommendations for the newly launched SVOD channel MTV+ will be identified.
Three research questions are central to the present study:
1. What is the SVOD usage behavior of Gen Z?
2. Which KSF are perceived as valuable by Gen Z?
3. How should MTV+ design their SVOD offer in order to attract Gen Z?
The first chapter is the introduction, which provides the problem statement, its purpose, relevant research questions and the course of investigation.
The second chapter presents a literature review. It is organized into four parts: the first part reviews academic literature relevant to research on KSF. The second part of the literature review sheds light on the uses and gratification theory (UGT), focuses on different aspects of the media usage of Gen Z and introduces KSF in media. The third part presents subscription models in the media industry, on overview of the SVOD market and a best practice analysis with relevant players. The last part of chapter two summarizes the literature review findings to develop a SVOD KSF framework.
Chapter three makes use of the previous developed framework and analyzes the KSF of MTV+. The fourth chapter is the methodological framework of the study including the research method, questionnaire design, data collection and sampling, data analysis and research findings.
Chapter five introduces recommendations for MTV+ based on the empirical research.
The thesis concludes with chapter six, which gives answers to the research questions, a general conclusion, the limitations of this study and suggests topics in need of further research.
Table of Contents
1. Introduction
1.1 Problem Statement
1.2 Research Purpose
1.3 Course of Investigation
2. Literature Review
2.1 Key Success Factors (KSF)
2.1.1 Key Success Factors Research
2.1.2 Systemization of Key Success Factors
2.1.3 Identification & Measurement of KSF
2.2 Media Usage of Generation Z
2.2.1 Definition of Media
2.2.2 Uses & Gratification Theory
2.2.3 Understanding Generation Z
2.2.4 Media Usage Behavior of Generation Z
2.2.5 Key Success Factors in Media
2.3 Subscription Models in the Media Industry
2.3.1 Subscription Video On Demand (SVOD)
2.3.2 Best Practices
2.4 Theoretical Consolidation of KSF
3. Case Study Mtv+
3.1 Analysis of Key Success Factors
3.1.1 Marketing
3.1.2 Content
3.1.3 Functionality
3.1.4 Sociability & Price
3.1.5 KSF of MTV+
4. Empirical Research
4.1 Research Method
4.2 Questionnaire Design
4.3 Data Collection & Sampling
4.4 Data Analysis
4.5 Research Findings
4.5.1 Sociodemographics
4.5.2 SVOD Usage Behavior
4.5.3 SVOD Usage Preferences
4.5.4 Attractiveness of MTV+
5. Recommendations For Mtv+
6. Conclusion
6.1 Answer to Research Questions
6.2 General Conclusion
6.3 Limitations & Future Outlook
Research Objectives & Key Themes
This thesis identifies and analyzes the Key Success Factors (KSF) of Subscription Video on Demand (SVOD) services specifically tailored to attract Generation Z, using the case study of MTV+ to examine usage behavior and preferences.
- Analysis of Key Success Factors in the subscription-based media industry.
- Examination of media consumption habits and digital behavior of Generation Z.
- Evaluation of the Uses and Gratifications Theory (UGT) in the context of streaming.
- Development of a KSF framework for SVOD services and its application to the MTV+ platform.
Excerpt from the Book
2.2.3 Understanding Generation Z
The categorization of indivuduals based on common opinions, actions, behaviors and traits and shaped by one’s generation rather than by age is the major assumption of the generational theory. The common view for the classifications of generations can be divided into four generations (Scholz, 2014, p. 33):
• Baby Boom (1950-1964)
• Generation X (1965-1979)
• Generation Y (1980-1994)
• Generation Z (1995 -...)
Growing up with computers and innovational breakthroughs, technology and Internet has strongly influenced the consumer behavior of Gen Z (Özkan, 2017, p. 151). Gen Z was born from 1995, that means people aged 24 and younger by the year 2019 (Scholz, 2014, p. 33). This cohort is comprised of today’s young adults, teenagers and pre-teens (Villa & Dorsey, 2017, p. 4). According to a survey by Statistisches Bundesamt, approximately 9.4 million of German citizens were between 14 - 24 years old by the end of 2017 (Statistisches Bundesamt, 2017). Gen Z is the first generation to have grown up with Internet. Without a surprise, the Internet is also one of their favourite media activities. A study by the Medienpädagogische Forschungsverband Südwest (mpfs) investigated the preferred media activities of Gen Z in their leisure time. Their favourite activity is the usage of Internet (91%), followed by smartphone (94%), music (84%) and online-videos (65%) (Feierabend, Rathgeb, & Reutter, 2018, p. 13).
Summary of Chapters
1. Introduction: Outlines the problem statement, research purpose regarding Generation Z's SVOD usage, and the structure of the thesis.
2. Literature Review: Provides the theoretical foundation, covering KSF research, Gen Z media usage, and current subscription models in the media industry.
3. Case Study Mtv+: Applies the developed KSF framework to the MTV+ streaming offer through an analysis of marketing, content, and usability.
4. Empirical Research: Describes the methodology, design of the online questionnaire, data collection, and analysis of Gen Z's streaming preferences.
5. Recommendations For Mtv+: Develops strategic recommendations for MTV+ based on the research findings to effectively target specific segments within Gen Z.
6. Conclusion: Summarizes the key research findings, answers the central research questions, and discusses study limitations and future research directions.
Keywords
Generation Z, SVOD, Key Success Factors, MTV+, Media Usage, Uses and Gratification Theory, Streaming, Consumer Behavior, Subscription Models, Digital Marketing, Content Strategy, User Experience, Platform Analysis, Targeted Audience, Customer Value
Frequently Asked Questions
What is the primary focus of this research?
The research focuses on identifying and analyzing the Key Success Factors of SVOD services aimed at attracting Generation Z members in Germany.
Which demographic is primarily analyzed?
The study focuses on Generation Z, defined as individuals born from 1995 onwards, specifically those aged 14 to 24 in Germany.
What is the central goal of this thesis?
The goal is to determine which streaming attributes and strategies are perceived as valuable by Generation Z to inform the design of the MTV+ service.
Which methodology was employed for the empirical part?
A quantitative approach was used, utilizing an online questionnaire to gather numerical data on SVOD usage behaviors, preferences, and perceptions.
What main areas are covered in the literature review?
The review covers KSF theory, Uses and Gratification Theory (UGT), generation theory, and current best practices in the subscription video industry.
What are the primary characteristics of the identified keywords?
The keywords highlight the intersection of digital media theory, specific platform branding (MTV+), and the unique consumption patterns of the youngest adult cohort.
How does the MTV+ service rely on the Amazon ecosystem?
MTV+ is integrated as an Amazon Channel, meaning it is highly dependent on Amazon's infrastructure for user experience, billing, and distribution, which presents both advantages and limitations.
Why did the study identify a "niche target group" within Generation Z?
The empirical research showed that while many Gen Z members are heavy streamers, only a specific subset displayed genuine interest in the specific content profile offered by MTV+.
What is the main finding regarding social features in SVOD?
The research concluded that current SVOD platforms do not adequately address the desire for social interaction, as Gen Z members rated social features as having low impact on their perceived customer value.
How should MTV+ change to be more attractive to the broader Gen Z cohort?
Recommendations include diversifying content away from pure Reality TV toward music-related programming and potentially exploring standalone service models to avoid the "Prime membership" barrier.
- Arbeit zitieren
- Lien La (Autor:in), 2019, Analysis of the Success Factors of SVOD to reach Generation Z, München, GRIN Verlag, https://www.grin.com/document/1191711
