The main objective of this study is to uncover what attributes of the streaming services on the Danish market are most important to the consumers, as well as how the consumers perceive the performance of the different streaming services in terms of different attributes, and lastly compare these results to determine which streaming services fits the Danes the most. This was done through a consumer survey that collected information on the consumers’ perception of the importance of the different attributes, and their perception of the performance of the top streaming services in the Danish market regarding their attributes. These data were then compared to see which streaming services did the best in the eyes of the consumers. Judged only from the data, the ranking of the streaming services ended as follows, with their total average of the attributes: 1. Netflix (3,9), 2. Disney+ (3,82), Viaplay (3,79), HBO Max (3,59), TV2 Play (3,55), and DRTV (3,42). The average total of the consumer’s expectations was 3,75 for the attributes. Therefore, it is easy to see that Netflix, Disney+, and Viaplay overall were the streaming service that did the best as they scored above consumer expectations. However, this was quite a narrow look at the total performance of the streaming service, and therefore each attribute was also ranked separately for each of the streaming services to see where each streaming service over or underperformed.
Additionally, an analysis of their pricing strategies and competitive advantages was also included to gain a more nuanced picture of the streaming services. In the pricing strategy analysis, it was found that the Danish streaming services as well as Viaplay, were using only value-based pricing to determine their subscription fees. The international streaming services used a mix of value-based and competitive pricing to determine their subscription fees. However, all of the streaming services needed to adjust their pricing strategies to accommodate the expectations of the consumers, which could either be done by lowering the subscription fee of their services or adding value to their subscriptions. Highly recommended is that the streaming services look to the attributes in which they underperform, to increase the value of their service most sufficiently. Lastly, the competitive advantage analysis showed that the Danish streaming services had a differentiation focus, based on offering local Danish original content to the consumers. These two services were the only ones taking this approach and therefore had so much experience in this area that the other services would not be able to take any market shares, both because the market is quite saturated with this kind of content but also because they do not have the competences to create the needed content. Viaplay is also the only other streaming service on the Danish market that still produces Danish content. All of the international services use differentiation as a strategy and therefore have quite a wide focus. However, each of the services has some content that makes them stand out. Netflix and HBO Max are the streaming services that have the least content that makes them stand out, however, Netflix has the largest library of all of the services, and HBO Max looks a lot like Netflix services-wise, just having less content for a lower subscription fee. Viaplay has a Nordic storytelling focus and therefore makes them very interesting for consumers that find Nordic content exciting. They also had Hollywood productions featured on their service but these are not their main focus. Disney+ as the last streaming service also had a wide focus with their content. However, their content is much fandom based which means that Disney+ is pulling very much on the consumers’ nostalgia, and excitement over their fandoms.