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Discovering the video streaming behaviours of Millennials during a pandemic
Journal of Brand Strategy,
11
(2),
167-179
(2022)
Abstract
The COVID-19 pandemic changed the television and movie streaming habits of Millennial consumers. This study examines the streaming services Millennials subscribe to, which features are important to them, the genres they are watching, the technology they use for streaming, how much content they stream, how these categories have changed during the COVID-19 pandemic and what they anticipate in the future regarding streaming. A survey and focus group were conducted, and the data revealed that 96 per cent of respondents subscribe to at least one video streaming service. Overall, streaming has increased for the surveyed Millennials since March 2020. Streaming businesses and advertisers will be interested to learn about the high expectations that Millennials have for personalisation in their entire streaming experience even, and especially, during a pandemic. Furthermore, the qualitative results expose how motives for streaming have changed and fluctuated as a result of the pandemic.
Keywords: Millennial; COVID-19; video streaming; Netflix; binge-watching
The full article is available to subscribers to the journal.
Author's Biography
Sarah Gerkins is a marketing professional specialising in higher education and the food and wine industry. In this capacity, she manages integrated marketing campaigns and implements marketing research. With a wide range of experience, including graphic design and video production, Sarah adds a creative bent to her work. She holds a master’s degree in Strategic Marketing from Bellevue University and resides in Nashville, Tennessee.
Julia Cronin-Gilmore has earned the rank of full Professor at Bellevue University, where she teaches full time and is the Director of the Doctorate of Business Administration Program and Director of Marketing degrees. In 2017, Dr. Cronin-Gilmore received the ‘Excellence in Teaching/Training Award’ for higher education from the United States Distance Learning Association; in 2016, the ‘John R. Maenner Award for Excellence in Graduate Teaching’ from Bellevue University and in 2015, ‘Marketer of the Year’ from the American Marketing Association, Nebraska chapter, and a Pinnacle Award (perfect score) for a research project conducted for the Women’s Fund organisation. She received an ‘Excellence in Innovation’ award (2015) for creating an MS in Strategic Marketing degree at Bellevue University. In 2010, Dr. Cronin-Gilmore published a book titled Small Business Marketing Strategy. She holds a PhD in Business Administration, specialising in marketing; an MA in Management and a BS in Marketing.
