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Media usage patterns on streaming video on demand platforms
Tulka, Martin ; Nečas, Vlastimil (advisor) ; Štoll, Martin (referee)
1 Abstract This thesis focuses on media usage patterns of young adults in Czechia when using video on demand. The aim of this thesis is to summarize the theoretical work in the field, current research of foreign and Czech audiences, and the results of the research carried out as a part of this theses. The research aimed to determine what factors motivate young viewers in Czechia to use video on demand, at what occasions and in what physical and social context. A qualitative approach with semi-structured interviews was used to research a sample of 15 respondents aged 18-34 living in Czechia. The research helped uncover the reasons leading to the use of video on demand, including content availability, simplicity and accessibility of the platforms, a large content offer, the influence of their close ones, absence of ads, the possibility of accessing content legally, and the desire to improve language skills. When choosing a specific platform to use, young adults consider the availability of specific content on the platform and the user interface. Their habits in using a particular platform also factor into their decision-making. The research showed that using video on demand fulfils six primary functions: relaxation, education, socialization, filling free time, and escapism. Viewers either watch content with...
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