Streaming Services Consumer Behaviour: A Netflix User Case Study in Brazil and Portugal

Alan Oliveira, Ana Azevedo, Selma Maria da Silva

Abstract

The development of the Internet in the 1990s favoured the emergence of electronic commerce. Since then streaming services have been gaining space. Netflix is currently leading the way. In Brazil and Portugal, the company's popularity is noticeable. Thus, the aim of this study is to understand the behaviour of Netflix consumers in both countries. The research methodology used in this study is classified as a case study. The data collection was through a digital questionnaire made available to the Brazilian and Portuguese public, which generated a non-probabilistic sample. The valid answers of this sample (210 Brazilians and 38 Portuguese) were analysed in a quantitative-qualitative approach using descriptive statistics and content analysis. The results indicate that in both countries, women are the majority as Netflix clients, are relatively young and have a higher level, however, Portuguese have a higher income than Brazilians. Brazilians use Netflix longer than the Portuguese, before purchasing the company's services, users in both countries consumed audio-visual works through Open TV and Pay TV. Influenced Netflix membership, family members of clients in Brazil and friends of clients in Portugal. The most watched content in both countries is a series, and the action genre is preferred by users, who watch the works on weekends, via broadband, through Smart TV. The levels of customer satisfaction in both countries are high, never had problems with the company and would indicate it to other people.

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