How consumers' personalities, lifestyles and demographics predict SVOD genre and SVOD platform consumption

Abstract

PurposeStreaming video on demand (SVOD) services are comprised of digital media content creation and content distribution that provide a vast array of genre content playable on an assortment of different technology platforms. Additionally, these digital services are equipped to collect data and information on consumers. However, these services do not capture extensive consumer demographics, lifestyles or personalities information.Design/methodology/approachTo resolve this discrepancy, collecting external information such as complete demographics, personalities and lifestyles of consumers can be useful in advancing SVOD consumer behavior knowledge. This study examined how consumer demographics, lifestyles and personalities may predict SVOD genre consumption and SVOD platform consumption. A survey was executed and disseminated to collect consumer information across these dimensions. Multiple linear regressions and a structural equation model were formed to explicate variance.FindingsConsumer demographics, lifestyles and personalities’ information do predict SVOD genre consumption and SVOD platform consumption.Originality/valueMedia selection and trait theory have not been applied to understanding unexplained variance behind consumer media consumption, and are often used to predict media consumption variance among consumers. These findings illustrate that, while digital consumer touchpoints are necessary to collect and analyze, marketers should not lose sight of easily-obtainable consumer data, much of which dictates consumption choices.

Keys to streaming success

“…El valor que proporciona la monitorización de la actividad de los usuarios en su interacción con estos servicios, que adopta la forma de datos masivos o Big Data, es evidente (Fernández-Manzano et al, 2016). Como explica Palomba (2021), pueden utilizarse para predecir las preferencias del usuario, para explicar correlaciones entre el contenido y su influencia en los hábitos de visualización. También contribuyen a fidelizar al cliente (Fernández-Manzano et al, 2016;Eklund, 2022;Zelcer, 2023).…”

Pro-environmental behaviour through the lens of the Mini-IPIP6 consumer personality scale in South Africa

“…Consumer personality constructs have immense potential to advance understanding of consumers' behaviour and preferences (Abood, 2019). These personality traits reflect much about consumers' inner drives for behavioural patterns that demonstrate their actual or idealised selves p-ISSN: 2184-2205e-ISSN: 2184-3414 ISBN: 978-989-35106-6-7 © 2024(Palomba, 2021. Personality is also determined by the complex interaction between individuals' physical, mental, emotional, spiritual, social, and environmental contexts (Rakib et al, 2022).…”

“…Thus, reciprocal determinism is noted where personality influences behaviour and the environment, and vice versa. Therefore, personality traits are often applied to explicate consumers' behavioural patterns (Palomba, 2021), including correlations between certain personality traits and PEB (Soutter et al, 2020). Personality traits are significant for environmental engagement since they manifest in habitual green activities and infrequent high-cost decisions motivated by reflective thinking (Busic-Sontic et al, 2017).…”

“…Hence, personality traits should be acknowledged as a potential determinant of PEB (Soutter et al, 2020). Given that personality traits distinguish similarities and differences among consumers (Palomba, 2021), assessing personality traits as a precursor of PEB in a diverse, multicultural emerging economy landscape such as South Africa may offer novel insight toward the pursuit of pro-environmental behavioural change and bridging the intention-behaviour gap. Many models are used to study consumers' personalities.…”