En publik i förändring
En kvalitativ studie om det individualiserade tittandet i relation till användandet av VoD-tjänster
Purpose: The purpose of the study is to gain a deeper understanding of influencing behaviours concerning individualized viewing in relation to VoD-services (Video on Demand), and how this reflects the perceived viewing behaviour in terms of habits, content and social actions.Theory: The theory that primarily underpins this study is Jacob Bjur?s thesis Transforming Audiences. Bjur?s thesis provides an analytical model of individualized viewing behaviour that has been used in this study case. The model is founded on three central tenet areas of individualization, Habitualness that ensures habits, Socialness that refers to the social space and Referential space that ensures content/selection and viewership as a referential act.Method/Material: The study is based on a qualitative research method underpinned by focus groups interviews.Results: The research demonstrates strong tendencies towards an individualised viewing behaviour in the use of VoD-services. The study participants in the study feel that the habits they practice have become more individualised because of the constant availability and the wide range of selection that VoD enables. Users of VoD tend to divide their time watching, and select content differently than their family and friends. Since the individuals who participated in the case study feel that they follow their own habits, which often are irregular and have their own content preferences, they watch their own selected content alone.