Streaming Consumers: Series Versus Videos, What Distinguishes Them?

Abstract

In recent years, countless studies have sought to explain and characterise video streaming consumption. Its facet of excessive consumption, the so-called binge-watching, has been privileged in an attempt to define and quantify, if possible, the phenomenon. In this work, we intend to analyse streaming video consumers, aiming to identify the factors that differentiate two specific types of consumers: TV series streamers and medium/short-duration video streamers. The data was obtained using a structured questionnaire, shared online between 16 June and 16 August 2022, to individuals residing in Portugal, aged between 18 and 64, with 496 valid responses. Our sample consists of 67.3% women, and 83.5% of the participants are of Portuguese nationality. About 75% of the participants assumed themselves as consumers of TV series, and about 25% were medium/short-duration video consumers. This study used several statistical techniques, including descriptive statistics, chi-square independence test and logistic regression. The factors that differentiate these two groups of consumers are gender, age group, environment where they live, type of platforms used, the device they usually watch, with whom they typically watch and the system recommendations.