Preferencje polskich konsumentów w zakresie platform VoD
Trends in Polish Consumer Preferences Regarding VOD Platforms

Summary/Abstract: The digitization of consumption is one of the key trends in today’s market, whose impact is clearly evident in the changing media and entertainment industry. Viewers are gradually moving away from traditional analog media such as television, in favor of modern solutions – primarily VoD platforms. The research objective was to examine changing trends in Polish consumers’ preferences with regard to VoD platforms. Conducted study concentrated on identifying key factors influencing the choice of specific VoD platforms. The research involved 237 participants, and the research method used was the CSAQ questionnaire made available via a Google Form. The study utilized a qualitative approach. The responses were presented in aggregate form. The article discusses the concept of consumer preferences and identifies factors determining the development of VoD platform market. Based on a review of the literature and the results of our own research, we present changing trends in the preferences of Polish users of VoD platforms. We indicate both the conditions for the development of the VoD market and the determinants of subscription decisions. The analysis of consumer preferences plays a key role in the development of organizations operating in the media industry. Understanding the factors influencing the choices of Polish users of VoD platforms can be a valuable source of information for companies operating in the media and entertainment industry, supporting the process of strategic decision-making and building competitive advantage. The limitation of the study is the unpresentative research sample, which does not allow for general conclusions to be drawn.

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