Cultura de hits: a influência dos streamings de vídeo na formação do consumidor bumerangue

Abstract

The popularization of Video on Demand (VoD) platforms in the last decade has increasingly revolutionized the world entertainment industry, directly impacting the consumer market. Given this scenario, the general objective of this work is to identify the factors that led consumers to acquire new consumption habits through the use of streaming services. Among the points addressed in the theoretical foundation is the concept of entertainment, making an overview of the main entertainment services, conceptualizing the radio industry, the television industry, the pay TV market and finally the designation of what is understood by streaming, making a presentation of the main players in this market. A conceptualization of consumer behavior is also carried out, mainly referring to the consumption habits that lead to the formation of the boomerang consumer. It is presented on brand loyalty, very important in the market for companies to have a greater number of satisfied and loyal customers to their service and product. The methodology adopted in the work is classified as exploratory research of qualitative and descriptive nature and with regard to the techniques used for data collection, the study is classified as bibliographic research, at the same time as a field study and an analysis of the collected data. In summary, the data show that the factors that lead consumers to create the habit of switching streaming platforms are related to the price paid for these services, which are often underused by subscribers, for various reasons such as: unavailability of time and lack of identification with the content of these platforms.