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What makes us click "play"? An empirical analysis of content-related success factors for streaming service adoption in Germany

Author

Listed:
  • Vogel, Henrik
  • Weidenbeck, Simon

Abstract

Faced with intense competition in the video-on-demand (VoD) market, providers are under increasing pressure to understand the determinants of user acceptance to justify significant investments in content and infrastructure. Based on the stimulus-organism-response (S-O-R) model, this study examines the influence of specific content-related characteristics on consumers' intention to use VoD services. The conceptual model was empirically validated using data from a quantitative online survey of German consumers (n = 200). The results reveal that the intention to use is massively driven by perceived content value. Specifically, content quality and platform design emerged as significant antecedents of content value, whereas content variety showed no significant impact, suggesting a shift in user preference from quantity to relevance. The paper concludes by deriving actionable managerial implications for VoD providers as well as recommendations for future research in digital service adoption.

Suggested Citation

  • Vogel, Henrik & Weidenbeck, Simon, 2026. "What makes us click "play"? An empirical analysis of content-related success factors for streaming service adoption in Germany," IU Discussion Papers - Business & Management 5 (März 2026), IU International University of Applied Sciences.
    • Handle: RePEc:zbw:iubhbm:339587
    DOI: 10.56250/4109
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    References listed on IDEAS

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    Keywords

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    JEL classification:

    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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