The streaming Ecosystem of Denmark: ''What attributes of movie and tv show streaming services are most important to Danish consumers, and which movie and tv show streaming services on the Danish market compare the best with the most important attributes of the consumers?''
Author
Nielsen, Nick Just
Term
4. Semester
Publication year
2023
Submitted on
2023-05-31
Pages
52
Abstract
This study investigates which attributes of streaming services in Denmark matter most to consumers, how consumers rate the main services on those attributes, and which services best fit Danish viewers overall. A consumer survey asked participants to assess both the importance of different attributes and how well leading services perform on them. Across attributes, the average overall scores were: 1) Netflix 3.9; 2) Disney+ 3.82; 3) Viaplay 3.79; 4) HBO Max 3.59; 5) TV 2 Play 3.55; 6) DRTV 3.42. The average expectation level was 3.75. Thus, Netflix, Disney+, and Viaplay performed above expectations and were the top performers overall. Because this is only an average, each attribute was also examined separately to identify where services over- or underperformed. In the pricing strategy analysis, the study found that Danish services and Viaplay rely solely on value-based pricing (setting price by perceived value), while international services use a mix of value-based and competitive pricing (setting price relative to competitors). All services should adjust their pricing in line with consumer expectations—either by lowering fees or adding value. The study specifically recommends improving the attributes where a service underperforms to raise perceived value most effectively. The competitive advantage analysis shows that Danish services pursue a differentiation focus built on local Danish original content. According to the study, experience and market saturation make this niche difficult for others to enter. Viaplay is the only other service on the Danish market that still produces Danish content. International services follow broad differentiation, each with elements that stand out: Netflix and HBO Max have fewer distinctive titles; Netflix compensates with the largest library, while HBO Max offers a similar service with less content at a lower fee. Viaplay emphasizes Nordic storytelling and also offers Hollywood productions, though that is not its main focus. Disney+ has a broad content focus driven strongly by fandoms and nostalgia. Overall, the data indicate that Netflix, Disney+, and Viaplay align best with consumer expectations, though the best choice depends on which attributes individual viewers value most.
Formålet med studiet er at finde ud af, hvilke egenskaber ved streamingtjenester på det danske marked der betyder mest for forbrugerne, hvordan forbrugerne vurderer de største tjenester på disse egenskaber, og hvilke tjenester der samlet set passer bedst til danskerne. Undersøgelsen bygger på en forbrugerquestionnaire, hvor deltagerne både vurderede vigtigheden af forskellige egenskaber og oplevet præstation for de største tjenester. På tværs af egenskaber gav data følgende gennemsnitlige samlede vurderinger: 1) Netflix 3,9; 2) Disney+ 3,82; 3) Viaplay 3,79; 4) HBO Max 3,59; 5) TV 2 Play 3,55; 6) DRTV 3,42. Forbrugernes gennemsnitlige forventningsniveau var 3,75. Dermed lå Netflix, Disney+ og Viaplay over forventningerne og klarede sig samlet bedst. Da dette kun er et gennemsnit, blev hver egenskab også vurderet separat for at identificere, hvor de enkelte tjenester over- eller underperformer. I analysen af prisstrategier fandt studiet, at de danske tjenester samt Viaplay udelukkende anvender værdibaseret prissætning (prisen fastsættes ud fra den oplevede værdi), mens de internationale tjenester kombinerer værdibaseret og konkurrencebaseret prissætning (prisen fastsættes i forhold til konkurrenter). Alle tjenester bør justere deres prissætning i lyset af forbrugernes forventninger—enten ved at sænke abonnementet eller ved at tilføje mere værdi. Studiet anbefaler særligt at forbedre de egenskaber, hvor en tjeneste underperformer, for at øge den oplevede værdi mest effektivt. Analysen af konkurrencemæssige fordele viser, at de danske tjenester har et differentieringsfokus baseret på lokale danske originalproduktioner. Ifølge studiet gør erfaring og markedsmætning dette område svært for andre tjenester at erobre. Viaplay er den eneste anden tjeneste på det danske marked, der stadig producerer dansk indhold. De internationale tjenester bruger bred differentiering, men med forskellige særkender: Netflix og HBO Max har relativt færre markante særtræk; Netflix har til gengæld det største katalog, mens HBO Max ligner Netflix på servicesiden, men med mindre indhold til en lavere pris. Viaplay profilerer sig med nordisk fortælling og har også Hollywood-produktioner, dog ikke som hovedfokus. Disney+ har et bredt indholdsfokus, der i høj grad er fandom- og nostalgidrevet. Samlet peger data på, at Netflix, Disney+ og Viaplay matcher forbrugernes forventninger bedst, men det bedste valg afhænger af, hvilke egenskaber den enkelte forbruger tillægger mest vægt.
[This apstract has been rewritten with the help of AI based on the project's original abstract]