Media 24/7 : En kvantitativ studie av mediekonsumenters syn på prenumerationen av on demand-tjänster.

Sammanfattning: The traditional media channels are beeing more and more digitalized and is now offering the consumers access to the content anywhere, anytime. There are indications from different researchers that this could lead to a fragmentation of the media audience. This could be because the content is beeing more and more specialised to different demographic groups of people. With this paper we sought to find out if we could get any indications on if the development tend to continue regarding on demand-services. Does the media audience think they will continue their subscriptions to the services, and if so - why? If not, how will they consume media if not via on demand-services? We conducted an online survey where 243 individuals participated and found out that our respondents indicated to continue their subscriptions because of the quantative content the service offers. Although our result indicated that the people who now are subscribing on an on demand-service will continue to do so - the majority of our respondents showed that they would turn to illegal filesharing and streaming if they, for any reason, would cancel the on demand-subscription.