Muizenheimer, Matthew2024-08-232024-08-232023Muizenheimer, Matthew. (2023). Drivers of customer switching behaviour in streaming video on demand (SVOD) services in South Africa[Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace.https://hdl.handle.net/10539/40278https://hdl.handle.net/10539/40278A research report submitted in partial fulfillment of the requirements for the degree of Master of Management in the field of Digital Business to the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2023The evolution of technology has disrupted traditional ways of consuming audio and visual entertainment. Streaming video on demand services (SVOD) have replaced brick-and-mortar- based video rental services and have become more accessible financially and geographically on a global scale. This has resulted in a competitive SVOD market where these platforms need to continually improve their service offerings in order to retain and grow their user base. Thus, the aim of this study was to explore the drivers of streaming video-on-demand services in South Africa. Data was collected through a qualitative approach by using semi-structured interviews. Fifteen interviews were successfully conducted, all of which focused on SVOD users within South Africa. This study found that consumers, above all else, value variety, the size of the catalogue, and exclusivity of content when deciding which SVOD service to subscribe to. However, the value placed on content was considered in conjunction with other important factors such as subscription cost, SVOD user interface, the strength of the recommender system, and the general popularity of the content being offered on the SVOD platform. This study builds on the literature of SVOD switching behaviour in South Africa and provides insight to SVOD companies on their strategic approach to gaining and retaining market share within the competitive environmenten© 2023 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.Streaming Video On Demand (SVOD)Informational InfluencesAttractiveness of AlternativesSwitching CostsUCTDSDG-8: Decent work and economic growthDissertationUniversity of the Witwatersrand, Johannesburg