ABSTRACT

Today, subscription-based video-on-demand (S-VoD) streaming services such as Netflix and Amazon Prime Video are relevant players within the video content value chain by number of consumers and sales volume. These services represent a rich research context to examine users’ brand perception of novel media products. This study investigates Germany’s most popular S-VoD services Netflix and Amazon Prime Video from a perspective of the Function-oriented Media Brand Model. The model is applied to both services in a quantitative online survey (N = 1267). Overall, the results indicate a more favourably media brand perception of Netflix compared to Amazon Prime Video. Findings are discussed with regard to media brand theory and implications for media companies and potentials for future media brand research are outlined.

摘要

如今，基于订阅数量的视频点播（S-VoD）流媒体服务（例如Netflix和Amazon Prime Video）已成为视频内容价值链中按消费者数量和销量计算的相关参与者。这些服务代表了丰富的研究背景，可以检验用户对新颖媒体产品的品牌认知。这项研究从面向功能的媒体品牌模型的角度研究了德国最受欢迎的S-VoD服务Netflix和Amazon Prime Video。该模型适用于定量在线调查中的两种服务（N = 1267）。总体而言，结果表明，与亚马逊Prime Video相比，媒体品牌对Netflix的看法更为有利。讨论了有关媒体品牌理论的发现以及对媒体公司的启示，并概述了未来媒体品牌研究的潜力。