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Framtidens VoD-konsumtionsbeteende bland ungdomar: En studie om vad det svenska TV-bolaget TV4-Gruppen bör göra för att tillgodose ungdomars VoD-konsumtionsbeteende, ur ett framtidsperspektiv på fem år
KTH, School of Computer Science and Communication (CSC).
2014 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
The future of VoD consumption behaviour among youth : A study on what the Swedish TV company TV4 Group should do in order to meet today’s youth VoD consumption behaviour, from a five-year perspective (English)
Abstract [sv]

Detta examensarbete undersöker vad TV4-Gruppen bör göra för att tillgodose ungdomars VoD-konsumtionsbeteende, ur ett framtidsperspektiv på fem år. För ta reda på detta utformas arbetet av (1) en konsument- och marknadsanalys, där den svenska TV-marknaden och dess branschtrender kartläggs samt ungdomarnas användarvanor identifieras. Insikter från denna konsument- och marknadsanalys lägger sedan grunden för den (2) konsekvensanalys som utförs för att se hur utvecklingen kommer att påverka marknaden, respektive TV4-Gruppen. Baserat på konsekvensanalysen utarbetas sedan (3) en serie rekommendationer för hur TV4-Gruppen bör positionera sitt samlade VoD-erbjudande för att vara det naturliga valet för framtidens VoD-konsumenter. Arbetet presenterar hur man som VoD-aktör måste förhålla sig till sin målgrupps konsumtionsbeteende relaterat till sociala parametrar, skärmenheter, tjänst, innehåll, geografisk positionering och tidspreferenser i en bransch som, i en prosumeristisk samtid, är på tittarnas villkor.Nyckelord: VoD, TV, beteende, ungdomar, TV4-Gruppen, prosumerism.

Abstract [en]

This thesis examines what TV4 Group should do in order to meet today's youth VoDconsumption behaviour, from a five-year perspective. To do so, the thesis consists of (1) a consumer and market analysis, where the Swedish TV market and its industry trends are mappedout and today’s youth consumption behaviour is identified. Insights from the consumer and market analysis lays the foundation for the (2) business impact analysis, performed in order to see how this will affect the market and, respectively, TV4 Group. Based on the business impact analysis, (3) a series of recommendations are formulated to pinpoint how TV4 Group should position its VoD offering in order to be a relevant contender for future VoD consumers. Thethesis presents how a VoD distributor has to relate to its target group’s consumption behaviour in relation to social parameters, devices, service, content, geographic positioning and timing preferences, in an industry that today is much in the hands of its prosumeristic viewers.Keywords: VoD, TV, behaviour, youth, TV4 Group, prosumerism.

Place, publisher, year, edition, pages
2014.
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:kth:diva-150377OAI: oai:DiVA.org:kth-150377DiVA: diva2:742628
Supervisors
Available from: 2014-12-09 Created: 2014-09-02 Last updated: 2014-12-09Bibliographically approved

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