Giants with Feet of Clay? An Inquiry into User Payment Patterns for Subscription Video-on-Demand Services
Subscription video-on-demand platforms such as Netflix and HBO Max are being increasingly challenged by the widespread practice of sharing accounts with individuals outside the household. Platforms face a massive loss of revenue due to the opportunistic behavior of many users who enjoy content witho...
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Format: | Article |
Language: | English |
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MDPI AG
2023-05-01
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Series: | Administrative Sciences |
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Online Access: | https://www.mdpi.com/2076-3387/13/5/122 |
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author | Ignacio Redondo Diana Serrano |
author_facet | Ignacio Redondo Diana Serrano |
author_sort | Ignacio Redondo |
collection | DOAJ |
description | Subscription video-on-demand platforms such as Netflix and HBO Max are being increasingly challenged by the widespread practice of sharing accounts with individuals outside the household. Platforms face a massive loss of revenue due to the opportunistic behavior of many users who enjoy content without paying anything or paying only a part of the required subscription fees. This study explores which factors influence platform users to pay all, part, or none of the subscription fees. Using a cross-sectional survey from Spain, various demographic, attitudinal, and behavioral factors were identified as predictors of the patterns of full, partial, and non-payment. The findings may help platform managers tailor some interventions to monetize a larger number of actual users by deterring the opportunistic payment patterns without discouraging the full payment pattern. |
first_indexed | 2024-03-13T09:14:03Z |
format | Article |
id | doaj.art-5085f2d8f2354661ae460eb2691b9780 |
institution | Directory Open Access Journal |
issn | 2076-3387 |
language | English |
last_indexed | 2024-03-13T09:14:03Z |
publishDate | 2023-05-01 |
publisher | MDPI AG |
record_format | Article |
series | Administrative Sciences |
spelling | doaj.art-5085f2d8f2354661ae460eb2691b97802023-05-26T13:20:29ZengMDPI AGAdministrative Sciences2076-33872023-05-011312212210.3390/admsci13050122Giants with Feet of Clay? An Inquiry into User Payment Patterns for Subscription Video-on-Demand ServicesIgnacio Redondo0Diana Serrano1Departamento de Financiación e Investigación Comercial, Universidad Autónoma de Madrid, 28049 Madrid, SpainDepartamento de Financiación e Investigación Comercial, Universidad Autónoma de Madrid, 28049 Madrid, SpainSubscription video-on-demand platforms such as Netflix and HBO Max are being increasingly challenged by the widespread practice of sharing accounts with individuals outside the household. Platforms face a massive loss of revenue due to the opportunistic behavior of many users who enjoy content without paying anything or paying only a part of the required subscription fees. This study explores which factors influence platform users to pay all, part, or none of the subscription fees. Using a cross-sectional survey from Spain, various demographic, attitudinal, and behavioral factors were identified as predictors of the patterns of full, partial, and non-payment. The findings may help platform managers tailor some interventions to monetize a larger number of actual users by deterring the opportunistic payment patterns without discouraging the full payment pattern.https://www.mdpi.com/2076-3387/13/5/122film businessconsumer behavioraccount sharingdigital piracy |
spellingShingle | Ignacio Redondo Diana Serrano Giants with Feet of Clay? An Inquiry into User Payment Patterns for Subscription Video-on-Demand Services Administrative Sciences film business consumer behavior account sharing digital piracy |
title | Giants with Feet of Clay? An Inquiry into User Payment Patterns for Subscription Video-on-Demand Services |
title_full | Giants with Feet of Clay? An Inquiry into User Payment Patterns for Subscription Video-on-Demand Services |
title_fullStr | Giants with Feet of Clay? An Inquiry into User Payment Patterns for Subscription Video-on-Demand Services |
title_full_unstemmed | Giants with Feet of Clay? An Inquiry into User Payment Patterns for Subscription Video-on-Demand Services |
title_short | Giants with Feet of Clay? An Inquiry into User Payment Patterns for Subscription Video-on-Demand Services |
title_sort | giants with feet of clay an inquiry into user payment patterns for subscription video on demand services |
topic | film business consumer behavior account sharing digital piracy |
url | https://www.mdpi.com/2076-3387/13/5/122 |
work_keys_str_mv | AT ignacioredondo giantswithfeetofclayaninquiryintouserpaymentpatternsforsubscriptionvideoondemandservices AT dianaserrano giantswithfeetofclayaninquiryintouserpaymentpatternsforsubscriptionvideoondemandservices |