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Discovering the video streaming behaviours of Millennials during a pandemic

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The COVID-19 pandemic changed the television and movie streaming habits of Millennial consumers. This study examines the streaming services Millennials subscribe to, which features are important to them, the genres they are watching, the technology they use for streaming, how much content they stream, how these categories have changed during the COVID-19 pandemic and what they anticipate in the future regarding streaming. A survey and focus group were conducted, and the data revealed that 96 per cent of respondents subscribe to at least one video streaming service. Overall, streaming has increased for the surveyed Millennials since March 2020. Streaming businesses and advertisers will be interested to learn about the high expectations that Millennials have for personalisation in their entire streaming experience even, and especially, during a pandemic. Furthermore, the qualitative results expose how motives for streaming have changed and fluctuated as a result of the pandemic.

Keywords: COVID-19; Millennial; Netflix; binge-watching; video streaming

Document Type: Research Article

Affiliations: Bellevue University

Publication date: January 1, 2022

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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