Abstract
This study explores the motivations that lead people to subscribe to online streaming services, and how much they are willing to pay for the sake of avoiding advertisements. A national sample of 501 people participated in an online questionnaire using uses and gratifications as a theoretical guide. The results suggest that having quality content can be enough to motivate people to subscribe to any service with or without advertisements.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Advertising, Online Streaming
