Análisis del comportamiento de elección de plataformas de Video Streaming en los usuarios de televisión paga en la ciudad de Guayaquil.

Abstract

The objective of this thesis work was to investigate the purchasing behavior of people from Guayaquil who have contracted Video Streaming platforms (Video On Demand) such as Netflix, Disney +, among others; as well as, understand how these platforms coexist with the traditional television services that said clients have contracted. The research was based on concepts of factors that motivated the choice of the On Demand platforms that it owns, the frequency of its use, the media on which it knew of the existence, satisfaction of the service and how much they prefer it over television services. by cable. For this, a review of the concepts of Consumer Behavior, Service Satisfaction and Trends in digital entertainment was carried out, as well as similar works focused on the investigation of these milestones. We also support ourselves through market research using quantitative tools to understand the behaviors that lead a traditional pay TV consumer to choose one of these services that are gradually gaining popularity in the world. The results of this research will allow executives who make decisions in traditional Television operators to be managed, align their strategies to understand how and why their clients buy additional services that can generate subscription waivers in the medium or long term.