Abstract

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.