The Pandemic and the Perception of Streaming Portals by Polish Viewers
The Pandemic and the Perception of Streaming Portals by Polish Viewers

Summary/Abstract: Theoretical background: The COVID-19 pandemic has become a kind of change, forcing the develop-ment and adaptation of specific online tools that were not as evolutionary as revolutionary. The sanitationregime introduced, and the subsequent lockdowns have forced societies to adjust to the situation at shortnotice. It can be presumed that the situation in the Polish Video-on-Demand (VoD) services market duringthe COVID-19 pandemic was also transformed, particularly since lockdowns had to be introduced and thecinema industry was virtually frozen.Purpose of the article: The article focuses on the Polish market for VoD services. The aim of the paper wasto determine what features of streaming portals are most important for Polish viewers. The result of the cho-sen objective is to present recommendations that can positively influence the strategies of streaming portals.Research methods: The study was conducted in August 2021, nearly a year and a half after the firstCOVID-19 infection in Poland. The article poses a complementary research question on how individualgroups assess the importance of specific features of streaming portals. The research material was obtainedthrough a survey conducted on 1,000 respondents. The study used Importance Index taking values fromthe range [-1; 1].Main findings: The survey showed that the assessed features of streaming portals are essential for therespondents, the most important of which was the possibility for the respondents to watch at home. Onthe other hand, among the variants of variables describing social groups for which particular featureswere more important, women, students, people living with someone, and generally young or middle-agedpeople dominated.

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