Mehmet Yalçın PARMAKSIZ, İbrahim KIRCOVA

FİLM VE DİZİLERİN ABONELİK TEMELLİ İZLEME MOTİVASYONLARI ÜZERİNE NİTEL BİR ÇALIŞMA: NEDEN SVOD?

İnternete erişen kullanıcı sayısının her geçen gün artması ve bulut teknolojilerinin yaygınlaşması eğlencesektöründeki içeriklerin tüketimini de etkilemiştir. Aboneliğe dayalı talebe bağlı video (SVOD) olarak adlandırılanve internet üzerinden akış şeklinde sunulan Netflix ve benzeri markaların video içerikleri sayesinde, birçokkullanıcının tercihi televizyon ve sinemadan SVOD platformlarına kaymıştır. Türkiye’de de 1,5 milyondan fazlaabone sayısına sahip olduğu tahmin edilen SVOD servisleri sayesinde korsan servislerle film ve dizi içeriğineerişen kullanıcı sayısında da azalmalar görülmüştür. Araştırmamızda, tüketicilerin aylık abonelik ücretleriödeyerek, akış yöntemiyle veya çevrimdışı erişim sağladığı SVOD servisleri üzerinden ücretli izlememotivasyonları incelenmektedir. Kalitatif araştırmalardaki veri toplama yöntemlerinden odak grup görüşmerikullanılarak içerik analiz yapılmış, böylece SVOD servislerinin kullanım niyetine etki eden faktörlere cevaparanmıştır. Tüketicilerin SVOD kullanım motivasyonları algılanan içerik kalitesi, çaba beklentisi, fiyat algısı,hazcı güdülenme ve algılanan faydalılık olmak üzere 5 ana tema altında incelenmiştir.

A QUALITATIVE STUDY ON SUBSCRIPTION BASED WATCHING MOTIVATIONS OF MOVIES AND SERIES: WHY SVOD?

The consumption of the content produced in the entertainment industry have been effected by the growing number of internet users and the spread of cloud technologies. Thanks to the video content of brands like Netflix, many users preferred subscription based video on demand (SVOD) services over the television and the cinema. The number of users that accessed pirated movies and series have decreased due to the SVOD services which are estimated to have more than 1.5 million users. Our research examines, paid watching motivations through SVOD services, where consumers reach the content via streaming or offline by paying monthly subsciption fees. Content analysis was carried out by looking over focus group interviews, therefore, answers to factors affecting the intention of using SVOD services were sought. Consumers’ usage motivations for SVODs were examined under 5 major themes which are perceived content quality, effort expectation, price perception, hedonic consumption and perceived usefullness.

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