Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE credits
The Millennial Generation, born between 1982 and 2000, are used to the ubiquity
of modern devices and are always ‘on’. Therefore, they use and consume media
differently than preceding generations. Now that they are ageing and becoming
part of the advertising relevant target group, TV executives need to think about
how and especially where to reach this target demographic. Therefore, the aim of
this thesis is to develop a better understanding of how the Millennial Generation
is consuming the traditional medium of television and how a business model
geared towards their needs and demands should look like.
Through conducting an empirical study among over 750 Millennials, the author
identified the TV consumption behaviour of this generation and subsequently
defined three subgroups within the field of participants. According to the research
most of the Millennials still own and use traditional TV sets; however, they watch
an increasing amount of TV content online and especially on demand. Their
preferred payment model is subscription based, even though just a small
percentage of them actually have a subscription. Moreover, they use mostly illegal
streaming websites to watch TV content they want; especially if it is foreign
content that is not available on other platforms yet.
The final result of this thesis is a business model that was built upon the needs
and consumption behaviour of one of the subgroups of Millennials who prefer
subscription services. This subgroup is used to consuming TV content online and
they watch the highest amount of TV series among the Millennials. The business
model addresses these factors and describes a subscription video on demand
service addressing the needs of the Millennials such as an early release of new
episodes. Furthermore, new sources of revenue are introduced that can provide
sufficient funding for content acquisition and production. This business model
could serve as a starting point for TV executives to further think about the specific
needs of this attractive target demographic and how to address them.
2013. , 100 p.