Analysis of the Success Factors of SVOD to reach Generation Z

Master's Thesis from the year 2019 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,4, Berlin School of Economics and Law, language: English, abstract: 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.