O impacto da marca Netflix na escolha de conteúdo audiovisual

Abstract

This dissertation investigates consumers' platform preferences in the streaming services sector, with a specific focus on "Netflix". Through a carefully designed survey with simulated posters of leading platforms such as "HBO", "Netflix" and "Disney Plus", the study aimed to uncover consumers' subconscious decision-making processes through the selection of these posters, in a process divided into 3 phases, without any descriptive information about them. During the survey 77% of participants chose "Netlix" as their preferred platform, however, the evaluation phase of the survey posters revealed a complex and diverse scenario where this preference did not manifest itself. Participants' varied
choices challenged the notion of loyalty to a fixed platform, showing a nuanced
understanding of their preferences. The research provides valuable information about consumers' selections, highlighting their discerning nature and individual preferences in terms of content. This challenges traditional assumptions and highlights the influential role of the modern consumer in shaping the streaming sector.

Date of Award	18 Jan 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Catarina Duff Burnay (Supervisor)