Determinants of Millennial behaviour towards current and future use of video streaming services

Abstract

Purpose

This study aims to investigate the evolution of factors that influence the current and future use of video streaming applications by Millennial consumers.

Design/methodology/approach

Combining technology acceptance, perceived values and user identity theory this study used factor analysis and multiple regression to examine data from a survey of 292 university undergraduates.

Findings

Millennial’s current and future use of video streaming services remains driven more by social and emotional values and their effect on identity salience with their choice of content. Ease of use, convenience and monetary value remains less of an influence currently but may become more important in the future with the continued maturity of the industry.

Practical implications

The results of this study suggest that video streaming service providers should be developing business models that recognize the increasing importance of emotional appeal and self-identity of their service offerings as the industry matures and competition increases.

Originality/value

The research is novel in addressing future video streaming service provision by examining changes in young consumer behaviour over time within a similar sample population and considering the growth and technological advancement of video streaming services. The results are significant in addressing the gap that exists in understanding whether perceived values for technology adoption of the same product or service by millennials change over time and the implications that have for product and service providers.

Citation

Walsh, P. and Singh, R. (2022), "Determinants of Millennial behaviour towards current and future use of video streaming services", Young Consumers, Vol. 23 No. 3, pp. 397-412. https://doi.org/10.1108/YC-08-2021-1374