:The usage of Online Video-on-demand platforms and its impact upon exposure to traditional television | ||||
| المجلة العلمية لبحوث الإذاعة والتلفزيون | ||||
| Article 15, Volume 2024, Issue 30, October 2024, Page 33-64 PDF (1.6 MB) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/ejsrt.2024.395246 | ||||
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| Author | ||||
| Sara Mahmoud Ali | ||||
| Assistant Lecturer in the Department of Radio and Television - Faculty of Mass Communication - Beni Suef University. | ||||
| Abstract | ||||
| Video-on-demand platforms (VOD) have become a major source of entertainment to Arab and international audiences. They present entertainment content they produce or display exclusively through their applications or web sites in exchange for a monthly subscription. The demand for these paid platforms is increasing among young generations who prefer to watch entertainment content on the Internet. Users of VOD platforms can choose between hundreds of movies and series and watch them in high quality without ads, anytime and anywhere The study explored the extent of the Egyptian audience's usage of VOD platforms and its relationship to exposure to traditional television, and thus in light of the current problem, the study first monitored the forms and density of exposure to these platforms, the relationship between using these platforms and exposure to traditional television, the factors influencing the adoption of these platforms, the variables that control the use of these platforms only without traditional television or using them alongside traditional television. The study relied on the descriptive model, and the application of the descriptive field survey method, where quantitative descriptions of the phenomenon under study can be monitored, and indicators can be derived. The technology acceptance model and the model of old and new video platforms were used as a theoretical framework for the study. Findings showed that the nature of using VOD platforms plays a significant role in adopting and using them. Egyptian audience prioritizes browsing experience and control over content choices. Behavioral control showed the highest significant positive relationship to the intention of using these platforms. Some characteristics of using VOD services, such as watching at any time, ease of searching for content, ease of controlling and moving in the episode/movie, and watching without ads disturbing the viewing process, are all important factors for using VOD services. Variables of user characteristics, including behavioral control, flow, compatibility, and instrumental orientations showed a significant positive relationship to the intention to use VOD services. Although VOD services have impacted traditional TV viewing, respondents showed an attachment to traditional TV. The results showed that respondents tended to strongly disagree with the statements that TV and VOD platforms are interchangeable , indicating that respondents use each for different purposes, TV viewing is not related to routine viewing but to viewing specific content. Traditional TV is not watched routinely, but for specific content such as talk shows and sporting events. The results showed that there is a statistical difference in the tendency to use VOD platforms among different age groups; the age group from 19 to 44 years has the highest intention to use video-on-demand platforms, while those aged 45 years and above have the highest intention to use television. This result confirms that the younger generation is interested in watching online content and streaming services to choose and control the viewing experience. Although some older users are shifing towards using video-on-demand platforms, they are still interested in watching traditional television. The findings showed the importance of the variable “ease of use” as one of the most important features of these platforms. The role of ease of use was not limited to the choice of device used by participants to watch video-on-demand services (more than 50% of participants chose the display device based on the ease of use factor), but there is a significant positive relationship between the ease of use of video platforms and the perceived usefulness of these platforms. The results also showed that there is a positive relationship between ease of use and the tendency to use these services. | ||||
| Keywords | ||||
| video on demand; VOD; SVOD; video platforms; streaming services; traditional television; linear television; Technology Acceptance Model; Netflix | ||||
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