Identifying potential problem perceived by consumers within the recommendation system of streaming services

Sammanfattning: Streaming services have had a significant gain in popularity over the last decade, with an increasing number of subscribers. Along with digitalization, more households seek accessible entertainment that allows them to choose the type of content they wish to watch. However, as streaming services have grown in popularity, the content library of those services has been increasing, leaving users overwhelmed when deciding what to watch next. A recommendation system is used by the majority of streaming providers to assist its customers find appropriate material to watch. This recommendation system suggests suitable material based on the user's collected data. However, the recommendation systems suggestions are not always perceived to be relevant. The purpose of this thesis is to identify potential perceived problems with the recommendation systems and their causes. This was accomplished by investigating how consumers of those services experience them by conducting a survey and interviews. The identified problems have then been compiled into a basis. The goal of this thesis is to provide a basis that may benefit streaming services, their consumers and be of use by academics to conduct further research within the field. The basis indicates that there are several perceived problems with the current recommendation systems. A total of nine problems have been documented and discussed.