Análisis de perfil del consumo de plataformas de video bajo suscripción en la ciudad de Guayaquil.

Abstract

The purpose of this research work was, discover and analyze the profiles of consumers of paid video streaming services in the city of Guayaquil. For the collection of these data, quantitative tools, such as the survey and qualitative tools, such as the focus group, interviews and the projective technique have been used, in addition to this, for this study it was preceded to cross different variables, for a better understanding and analysis. Relevant information to highlight is that it was found that regardless of age, users of these services consider the variety of content as an extremely important factor. The price and promotions and offer are especially important for younger audiences, another important fact is that the vast majority of users of these services are unfaithful regardless of age, but this characteristic tends to decrease as age increases. And, finally, the different profiles defined previously were analyzed using the F.C.B and the roles and motives matrices.