CHAPTER 6 CONCLUSION AND RECOMMENDATION
6.8 CONCLUDING REMARKS
The literature in this study is a strong indicator that the entertainment industry will soon be dominated by streaming services. Growth in the streaming service industry increases competition amongst the various providers of streaming services. Consequently, streaming service companies can gain subscribers by employing distinguishing features in their service offerings. In this study, the factors influencing consumer decision-making behaviour among Generation Y consumers were evaluated. In order to gain a competitive advantage in the streaming service industry, these are crucial considerations for marketing managers to consider. Streaming service providers can use this study’s model to gain insight to the views of South African Generation Y consumers on streaming services and how to sell the service to them. In future studies which may be conducted in different regions and between various segments, this model may be adapted and applied.
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