Die Kundenperspektive des Video-on-Demand-Marktes: Entscheidungskriterien bei zunehmendem Angebot und Wettbewerb

Due to growing competition, a market-based system is developing in the VOD market. Companies must now strive to constantly improve their market position through price and quality battles (Schubert 2005). This is a new situation for the market, which confronts companies with many challenges. At the same time, growing competition is leading to market fragmentation, which also causes difficulties for customers, as it forces them to decide which service they want to use (Tryon 2013, p. 41).
But how do you decide on a streaming service and which factors influence this decision? This question is the focus of this paper.