Music and video streaming services account for a continuously increasing part of media consumption in Germany. Although traditional media formats, such as linear TV, CDs and DVDs, have been written off repeatedly, many consumers could not live without them.
Which changes in media usage patterns are actually observable? Why are consumers attracted to streaming services? Why do some consumers still prefer traditional media formats? What are the implications for telecommunications operators?
Finding answers to these questions is the objective of this study. The responses we present are surprising and should encourage decision-makers both at content and telecommunications providers to reflect upon their respective business strategies.
In order to address all aspects of these issues from a consumer behaviour perspective, this study used a mixed-methods approach combining quantitative and qualitative research methods. The first step involved a survey of a representative sample of more than 1,000 German consumers. The results of this survey were then reflected on and scrutinised in 28 in-depth interviews with consumers.
The study is available for download.
