Discovering the video streaming behaviours of Millennials during a pandemic

Sarah Gerkins and Julia Cronin-Gilmore
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Sarah Gerkins: Bellevue University, USA
Julia Cronin-Gilmore: Bellevue University, USA

Journal of Brand Strategy, 2022, vol. 11, issue 2, 167-179

Abstract: 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: Millennial; COVID-19; video streaming; Netflix; binge-watching (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2022:v:11:i:2:p:167-179

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