Thai Millennials Purchase Behavior Towards Online TV Streaming Services: Iflix, Netflix, and Viu

THAI MILLENNIALS PURCHASE BEHAVIOR
TOWARDS ONLINE TV STREAMING SERVICES:

IFLIX, NETFLIX, AND VIU
BY
MISS ONPIMON CHAVALITCHEEVIN
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE
OF MASTER OF SCIENCE PROGRAM IN MARKETING
(INTERNATIONAL PROGRAM)
FACULTY OF COMMERCE AND ACCOUNTANCY
THAMMASAT UNIVERSITY
ACADEMIC YEAR 2018
COPYRIGHT OF THAMMASAT UNIVERSITY
Ref. code: 25616002040407UOH

THAI MILLENNIALS PURCHASE BEHAVIOR
TOWARDS ONLINE TV STREAMING SERVICES:
IFLIX, NETFLIX, AND VIU
BY
MISS ONPIMON CHAVALITCHEEVIN
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE
OF MASTER OF SCIENCE PROGRAM IN MARKETING
(INTERNATIONAL PROGRAM)
FACULTY OF COMMERCE AND ACCOUNTANCY
THAMMASAT UNIVERSITY
ACADEMIC YEAR 2018
COPYRIGHT OF THAMMASAT UNIVERSITY
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Independent Study Title THAI MILLENNIALS PURCHASEBEHAVIOR

TOWARDS ONLINE TV STREAMING
SERVICES: IFLIX, NETFLIX, AND VIU
Author MISS ONPIMON CHAVALITCHEEVIN
Degree Master of Science Program in Marketing
(International Program)
Major Field/Faculty/University Faculty of Commerce and Accountancy
Thammasat University
Independent Study Advisor Associate Professor James E. Nelson, Ph.D.
Academic Years 2018
ABSTRACT
The online TV streaming service (OTSS) has been growing continuously in

Thailand due to the increase of Internet speed and technological advances that enable
new digital lifestyles (Kaveevivitchai, 2018). Big streaming players such as Iflix,
Netflix and Viu have been launched in the region since 2015 onward, introducing a
new era of video streaming, and traditional TV has been in decline. Similar trends
have also reported worldwide. This major shift in media consumption habits has
raised important questions about Thai consumers today, particularly about the critical
factors that could influence their behavior to adapt to the global trend. Given this, this
research is intended to understand the current trend of Thai millennial consumers
toward using online TV streaming services.
The objectives of this research are 1) to identify the profile and purchasing
behavior of legal Thai millennial consumers of OTSS’s, and 2) to identify important
factors that influence Thai millennials’ purchasing decision of OTSS’s. In order to
gain an industry overview and consumer insights, exploratory and descriptive
research was conducted. The target respondents are millennials aged between 18-34
years old living in Bangkok and metropolitan areas, who have watched movies or TV
shows online via Netflix, Iflix and Viu within the past three months. Based on the
exploratory study, availability of content, convenience and legal issues were
concluded as the three most important factors that influence the use OTSS’s. These
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variables were then tested further in descriptive research, which was completed with
309 valid respondents.
As a result, there are three segments of OTSS users: 1) the Streaming Victim,
the enthusiastic, entertainment-oriented trend follower who values a variety of content
and is willing to pay more to increase user experience; 2) the Streamer Fan, the offline
streamer who prefers to watch classic or older content using an OTSS as a way to
support their favorite actors; and 3) the Streaming Initiator, the trendsetter who loves
to be the first to watch the latest content and share about their experience and interest.
Research findings also show that the most important attributes for OTSS users when
choosing a service provider are 1) the original soundtrack, 2) a resume function, and
3) the freshness of content. Additionally, the majority of OTSS users are medium to
heavy users who stream content from three to more than four times a week and tend to
share their OTSS account with friends, family, partner, and even strangers.
Keywords: Online TV streaming service, Thai millennial TV streamer, Netflix, Iflix,

Viu, TV streaming usage behavior, Online movies and series,
TV streaming devices.
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ACKNOWLEDGEMENTS
I would like to express my very great appreciation to everyone who has

contributed to the work presented in this independent study. A special mention goes to
my beloved advisor, Associate Professor Dr. James E. Nelson. My journey under his
supervision has been an amazing experience and I thank him wholeheartedly not only
for his enormous academic support but also for giving words of encouragement and
motivation.
Similarly, a profound gratitude goes to Mr. Pongsakorn Tikapichart and Ms.
Jinjutha Hematulin, who have helped me greatly in the data analysis process. I am
really thankful for those long hours we have spent at Starbucks.
I would also like to thank all the millennial online TV streamers who have
taken their time completing in-depth interviews and my survey questionnaire. Lastly,
but by no means the least, I thank my family for their endless love and support in
during the difficult times as I completed this study.
Miss Onpimon Chavalitcheevin
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TABLE OF CONTENTS
Page
ABSTRACT (1)
ACKNOWLEDGEMENTS (3)
LIST OF TABLES (7)
LIST OF FIGURES (8)
LIST OF ABBREVIATIONS (8)
CHAPTER 1 INTRODUCTION 1
1.1 Background of the Study 1

1.2 Research Objective 2
CHAPTER 2 REVIEW OF LITERATURE 4
2.1 Definition of OTSS and Trends 4

2.2 Market Expansion of Leading OTSS’s in Southeast Asia 5
2.3 OTSS Providers in Thailand 6
2.4 OTSS’s Key Success Factors in International Markets 7
2.5 Reason for Signing Up 9
CHAPTER 3 RESEARCH METHODOLOGY 11
3.1 Research methodology 11

3.1.1 Secondary Data Research 11
3.1.2 Primary Data Research 11
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3.2 Sampling Plan 12

3.3 Data Collection 13
3.4 Data Analysis Plan 13
3.5 Theoretical Framework 14
CHAPTER 4 RESULTS AND DISCUSSION 15
4.1 Key Finding from Primary Method – Qualitative Approach 15

4.2 Key Finding from Primary Method – Quantitative Approach 16
4.2.1 General demographics’ profile of respondents 16
4.2.2 Factor Analysis 17
4.2.3 Cluster analysis and segmentation 19
4.2.4 Segmentation demographics’ profile 20
4.2.5 Segmentation behaviors’ profile 24
4.2.6 Factors that influence Thai millennials’ purchasing decision 25
of OTSS’s
CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 27
5.1 Research Summary 27

5.1.1 OTSS consumer’s profile 27
5.1.2 Important factors that influence OTSS user purchasing decision 28
5.2 Recommendations 29
5.2 Limitations of the Study 30
REFERENCES 31
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APPENDICES
APPENDIX A – Target respondent selection criteria 33

APPENDIX B – Questions for an in-depth interview 34
APPENDIX C – Result of in-depth interviews 35
APPENDIX D – Questionnaire 39
APPENDIX E – Respondents’ demographic profile 47
APPENDIX F – Data summary 49
BIOGRAPHY 56
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LIST OF TABLES
Tables Page
2.1 Comparison of the basic starting package between 7
different OTSS providers in Thailand
3.2 In-depth interview sampling plan 13
3.3 Questionnaire sampling plan. 13
4.4 The summary of user attitudes towards the use of 17
online TV streaming services (n=309)
4.5 The result of factor analysis on the respondents’ 18
psychographic toward using an OTSS (n=309)
4.6 The result of K-means cluster analysis (n=309) 19
4.7 Number of respondents in each cluster (n=309) 19
4.8 Respondents’ demographic profile (n=309) 22
4.9 The result of One-way ANOVA – Identify different between 23
segments using demographic factors (n=309)
4.10 The summary of post hoc Tests table – Identify different 23

between segments using demographic factors (n=309)
4.11 Respondents’ behavior profile (n=309) 24

4.12 Summary of mean and standard deviation for tangible and 25
factors that influences each segment (n=309)
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LIST OF FIGURES
Figures Page
2.1 OTSS’s paying behavior (Fluent,2017) 4
2.2 Southeast Asia Internet Economy Market Size (Tan, 2018) 5
2.3 Netflix outdoor advertising and social media campaigns (NetflixTH, 2019) 8
2.4 Main reasons for signing up for OTSS (Fluent, 2017) 9
3.5 Research design sequence 11
3.6 The research key variables 14
LIST OF ABBREVIATIONS
Symbols/Abbreviations Terms
OTSS Online TV streaming service

User People who have used at least one of the
OTSS: Iflix, Netflix, and Viu.
Paid User People who have used and paid to at least
one of the OTSS: Iflix, Netflix, and Viu.
Non-paid user People who have not paid but used at
least one of the OTSS: Iflix, Netflix, and
Viu.
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CHAPTER 1
INTRODUCTION
1.1 Background of the Study
According to (Bhojwani, 2017), Asia Pacific is becoming the world’s largest

market for Subscription Video on Demand (SVOD), with a forecast compounded
annual growth rate (CAGR) of 21% between 2017 and 2022, generating US$46
billion. In Thailand, the revenue in the SVOD sector amounts to US$19 million in
2018 and is expected to show an annual growth rate (CAGR 2018-2022) of 27.5%,
resulting in the market volume of US$51 million by 2022 with the average revenue
per user around US$16 (Video Streaming (SVOD), 2018).
The increase in internet speed and technological advances that enable new
digital lifestyles have become the major driving forces of the rise of online TV
streaming services in Thailand (Kaveevivitchai, 2018). Big streaming players such as
Iflix, Netflix, and Viu have been introduced in the region since 2015. The number of
paid subscribers in Southeast Asia is expected to grow at a 12% CAGR, from 2.2
million in 2017 to 6.2 million. Thailand accounts for 15% of those total paid users
(Boulay, 2018). Online statistics, market research and business intelligence portal
estimate that by 2020 there will be more than 546,000 Netflix subscribers in Thailand
(statista, 2017). Meanwhile, Iflix had gained more than 1 million subscribers by the
end of 2017 (Chucherd, 2017). A growing competition would benefit the consumers
in the region in many ways. Not only would good quality entertainment be more
accessible than ever, but consumers would also be supporting local productions and
talents as many more companies look to produce localized content (Ariffin, 2018).
Consumer behavior has also begun to shift. More people have stopped paying
for more costly pay television subscriptions (Kaveevivitchai, 2018). A similar trend
has been reported worldwide: Spectrum, Comcast and AT&T, the three-major pay TV
service providers in the U.S. reported a decline in cable subscriber number by 3.4% in
2017, a faster decline than in 2015 and 2016 according to Morris (2018). In the U.K.,
the total number of subscriptions to the three most popular OTSS providers – Netflix,
Amazon Prime, and Sky’s Now TV– reached 15.4 million in Q1 2018, overtaking the
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number of pay TV subscription, at 15.1 million, for the first time (Ofcom’s Media
Nations report, 2018). This major shift in media consumption habits has raised
important questions about Thai consumers today: what are the critical factors that
could influence their behavior to adapt to the global trend.
The subject of this study is a contemporary one in applied marketing within the
area of technology issues and opportunities. The study focuses on Thai millennials
aged between 18-34 years old living in Bangkok and metropolitan areas and have
watched movies or TV shows online within the past three months. Due to time
constraints, the researcher has limited the respondents to Iflix, Netflix, and Viu users.
The findings and implications will be beneficial to businesses in the online TV
streaming market, media production and advertising that want to gain better insight
and develop more effective marketing strategies to suit their target customers.
1.2 Research Objective
The research objectives of this study are addressed to marketers, advertisers and
content creators, particularly in the online TV streaming business and traditional TV
channels, who want to identify the right target audience and their purchasing
behavior. The study will help them understand the key success factors that influence
Thai millennials to make a purchasing decision, which will allow them to effectively
plan a strategy and create content to attract this group of consumers. The research
objectives are identified as follows:
1. To identify Thai millennial consumers’ profile and purchasing behavior of
legal OTSS’s.
a. Demographic factors e.g. gender, education level, occupation, income,
marital status, and number of digital devices for TV consumption.
b. Psychographic factors e.g. lifestyle, motivation, perception, beliefs,
and attitudes.
c. Behavioral factors e.g. average monthly spending for a service
subscription, consumption pattern of OTSS’s, and media consumption
habits.
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2. To identify important factors that influence Thai millennials’ purchasing

decision of OTSS’s.
a. Tangible factors e.g. account share-ability, content availability,
download for offline viewing, free trial, payment channels, price,
multiple device viewing, and subtitles.
b. Intangible factors e.g. advertising, brand, promotions, and service
quality.
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CHAPTER 2
REVIEW OF LITERATURE
2.1 Definition of OTSS and Trends
According to Rouse (2013), OTSS is an on-demand online entertainment

source for TV shows, movies, and other streaming media. In order to stream the
content, users have to pay the service provider, often on a subscription basis. The
content is streamed on a cloud-based internet network and content availability and
price may vary from one region to another. It has become increasingly convenient for
users as OTSS providers offer support on multiple devices such as smart TVs,
computers, tablets, and smartphones (Rouse, 2013).
Gone are the days when consumers would go to video or DVD rental stores to
get the latest movie releases. A new era of video streaming is on the rise and
traditional TV the decline as streaming services allow subscribers to have greater
control than ever over what they watch, when they watch, and how they watch
(Nielsen, 2016). Fluent’s Streaming Services 2017 survey of 2,267 U.S. consumers
aged 18 and above shows that, overall, video streaming service usage in the U.S. has
exceeded cable subscriptions. Among millennials aged between 18-34 years old, more
Figure 2.1: OTSS’s paying behavior (Fluent,2017)
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than three out of four have access to some form of streaming service. However, more
than 60% of young viewers take the advantage of the ability to share passwords with
friends and family, as shown in Figure 2.1: OTSS’s paying behavior (Fluent,2017).
Nevertheless, Netflix CEO Reed Hastings has revealed that household account
sharing is doable and oftentimes that leads to new customers. When teens leave for
college or start earning, they tend to subscribe to the service on their own (Nieva,
2016).
2.2 Market Expansion of Leading OTSS’s in Southeast Asia
As shown in Figure 2.2: Southeast Asia Internet Economy Market Size (Tan,
2018), Southeast Asia’s booming digital economy has attracted many streaming
service providers to make their presence here. The region’s internet economy is
among the fastest growing in the world and is expected to exceed US$240 billion by
2025 (Tan, 2018). Moreover, internet penetration rates have continued to grow, with
58% of the population being on the internet, and the number will only grow in the
future as internet access and mobile devices become more affordable (Southeast Asia
digital, social and mobile 2018, 2018).
Figure 2.2: Southeast Asia Internet Economy Market Size (Tan, 2018)
The growth of middle class is another reason streaming companies want to
invest in this region. Since their business model relies heavily on a monthly
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subscription, the strong socio-economic middle class would give streaming companies
a sustained revenue stream. Plus, they are the most open with the latest technology
and trends, and hence the biggest consumers of television shows and movies (Ariffin,
2018).
2.3 OTSS Providers in Thailand
In 2019, there are three key service providers in Thailand. Each provider has a
different mixture of service, policy, and rate of payment as shown in Table 2.1. The
Malaysian video streaming company Iflix has a large footprint in the Southeast Asian
region and was introduced to the Thai market in 2015. The service offers a monthly
plan of as low as 100 baht per month. With their new strategy to penetrate the market
starting 2018, Iflix now offers users to watch selected content for free instead of a 30-
days free trial (Suvichai, 2018).
According to Boulay (2018), Netflix has the highest market share in Southeast
Asia, followed by Iflix, and Viu. An American media-service provider first launched
in Thailand in 2016, Netflix offers three streaming plans: basic, standard and premium
priced monthly at 280 baht, 350 baht, and 420 baht, respectively, and the highest in
the market. Users can share up to four screens with the premium package while, with
the basic package, they can watch on one screen at a time. In term of content, Netflix
is known for its original series such as House of Cards, Stranger Things, and Orange
is the New black, which command far higher viewership figures than any other OTSS
providers (Husain, 2018). According to Ariffin (2018), another streaming service
rapidly on the rise is Viu, initially launched in Thailand in 2017. Operated by Hong
Kong-based company PCCW International, Viu is set apart from other streaming
service providers with a “freemium” model. Users can enjoy the basic services for
free, while more premium features require an affordable subscription of 119 baht per
month. Viu provides users with extensive Asian content, having exclusive first rights
to many Korean dramas, music videos and variety shows (Cunningham, 2017). In
addition, all three OTSS providers choose to partner with the local telecommunication
operators to reach broader audiences and facilitate billing since credit card penetration
rate remains low in the region (Boulay, 2018).
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Table 2.1: Comparison of the basic starting package between different OTSS
providers in Thailand
OTSS providers Iflix Netflix Viu

Streaming Plan VIP BASIC VIP
280 THB/
Price 100 THB/ Month 119 THB/ Month
Month
Selected free
Free trial period 30 Days 7 Days
contents
Partnership with
telecommunication DTAC AIS AIS
operator
Device Desktop, Tablet, Mobile application, and Smart TV
Yes,
No,
Account sharing policy Yes, sharing up to 4
watch on 1
(When signing in at the sharing up to 2 screens
screen
same time) screens (3 Mobile/ 1
at a time
Desktop)
10 titles/device
100
Download (on the mobile app Unlimited
titles/device
only)
Depends on
Period to watch offline 7 days individual 7 days
licenses
Western and Asian Western and
Content Asian content
content Asian content
2.4 OTSS’s Key Success Factors in International Markets
To compete in the international landscape, many OTSS providers are trying to

create more local language content in non-English-speaking markets to drive demand
for their service (Deloitte, 2018). The market leader like Netflix has invested in local
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language productions in multiple countries, including Mexico, India, Brazil, and

Germany. According to Meza (2017), half of Netflix subscribers are outside of the
U.S., especially in Europe, where they planned to spend up to $1 billion on original
content and co-produced content. As more local language content is developed, OTSS
services will broaden their appeal; fluency in English or willingness to consume
subtitles content might no longer be necessary (Deloitte, 2018).
Figure 2.3: Netflix outdoor advertising and social media campaigns (NetflixTH, 2019)
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Despite having a wide selection of content adapted to the local market,

localized marketing campaigns are also important to win over local competitors.
Netflix has undeniably done a good job in the Thai market considering multiple
successful campaigns as shown in Figure 2.3: Netflix outdoor advertising and social
media campaigns (NetflixTH, 2019). The company uses creative and catchy Thai
messages on outdoor screens and billboards and social media. Their brand awareness
among urban Thai consumers are extremely high, referring to the number of followers
on Facebook of 55 million, compared to that of Iflix (6 million) and Viu (1.6 million).
2.5 Reason for Signing Up.
Price is the main reason for signing up for an OTSS: 38% of millennials said a
low monthly price was the top factor for subscribing according to Fluent (2017).
Other reasons are the convenience of being able to stream content on any device
(29%), having access to exclusive original content (18%) and “breadth of
programming” (7%) as shown in Figure 2.4: Main reasons for signing up for OTSS
(Fluent, 2017).
Figure 2.4: Main reasons for signing up for OTSS (Fluent, 2017)
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A summary of the literature review: (1) Research on OTSS’s in Thai

millennials’ purchasing behavior is minimal; (2) Research on OTSS’s in other
countries has not yet examined the characteristics of paid users and non-paid users,
whether there is any significant relationship or difference between the two groups; (3)
Available research on OTSS’s has not yet examined factors that influence Thai
consumers to subscribe to OTSS’s. The proposed study will provide useful
information that contributes to these three observations.
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CHAPTER 3
RESEARCH METHODOLOGY
3.1 Research methodology
In order to achieve the research objectives, the study was conducted using both
exploratory and descriptive research. See below in Figure 3.5: Research design
sequence.
Exploratory Descriptive
Proposal Report
Research Research
• Secondary data: Literature review • Primary data: Survey questionnaires

• Primary data: In-depth interview
Figure 3.5: Research design sequence.
3.1.1 Secondary Data Research

The secondary research was conducted by using literature reviews, to
explore the industry overview, current trend, and the availability of OTSS providers in
Thailand. Also, consumer’s perception, attitude and purchasing behavior toward
OTSS in the global landscape. The information was obtained from various research
studies by credible institutions, online journal, article, and website.
3.1.2 Primary Data Research
In-depth Interview: In order to validate the finding from secondary
research, six in-depth interviews were conducted on Oct 24, 26 and Dec 5, 6 2018.
Three respondents are paid users, and the other three are non-paid users of OTSS see
Appendix A: Target respondent selection criteria. The length of time to complete
interview was 20 minute. The information provides by each respondent are collected
and analyzed to find linkage between each other and use to gain better insight from
consumers. The result of this research will be used to develop a hypothesis for further
test in the descriptive research. See Appendix B: Questions for an in-depth interview.
Survey questionnaire: The purpose of quantitative approach was to find
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the consumer profile, purchasing behavior and factors that influence purchase
decision. It was designed based on the finding of exploratory research consist of four
parts of the main questionnaire which are, part one: OTSS consumption (behavior)
consists of eight questions, part two: OTSS consumer psychographic (attitude,
motivation, lifestyle) consists of 18 questions, part three: product attributes
(tangible/intangible factors) consists of 19 questions and part four: personal
information (demographic) consists of six questions. To measure frequency and fact,
Part one and part four were conducted using multiple choices, while part two and part
three were measure the degree of opinion using Likert and importance scales. There
are total of 51 questions and took around 10 minutes to complete. The survey
questionnaires were distributed through an online channel and has collected a total of
200 respondents in two weeks. The data is used to gain statistical evidence and help
ensure the result from a qualitative part, after that the data were used to determine a
recommendation later in the report. See Appendix D: Questionnaire.
3.2 Sampling Plan
Both qualitative and quantitative were based on non-probability technique,

where the sample is gathered in a process that does not give all individuals in the
population equal chance of being selected. Therefore, the sample may or may not
represent the entire population accurately. Due to time constraints, the convenience
sampling was used for an in-depth interview and questionnaires. The focus of this
research was Thai millennials, age between 18-34 years old, living in Bangkok and
metropolitan area who have watched movies or TV series online within the past three
months. Millennials are chosen to be a target sample as the studies show that three out
of four millennials have access to some form of streaming service (Fluent, 2017). To
limit the scope of this study, the researcher chooses to focus on the users of Iflix,
Netflix, and Viu, Thailand top OTSS providers. Two group of target respondents were
found during the in-depth interview pilot test as there are, paid user and non-paid user.
Therefore, these groups will be used as a selection criterion for an actual in-depth
interview as shown in Appendix A: Target respondents selection criteria. The data
gained from these groups will be used for further research to form a questionnaire.
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3.3 Data Collection
In-depth interview: Six participants were randomly selected and recruited via
personal contact for an in-depth interview. All of them have to be qualified by passing
the screening questions, to continue the interview. See Table 3.2: In-depth interview
sampling plan.
Table 3.2: In-depth interview sampling plan.
Methodology Pilot study Sample size Detail
3 Paid users and 3 non-paid

Qualitative 2 people 6 people users from each OTSS
provider: Iflix, Netflix, and Viu.
Questionnaire: The researcher has collected 200 respondents from online

channel, that was distribute through LINE messenger, websites and social media. e.g.,
Netflix lover Thailand, Iflix Thai club, Viu Thailand Facebook fan page, Pantip
forum. See Table 3.3: Questionnaire sampling plan.
Table 3.3: Questionnaire sampling plan.
Methodology Pilot study Sample size Detail

100 people per target
respondents (paid user and
Qualitative 6 people 200 people non-paid user) with a total of 3
OTSS providers: Iflix, Netflix,
and Viu.
3.4 Data Analysis Plan
Data analysis included both qualitative and quantitative analysis. The

information gathered from the in-depth interview was processed to move from the
qualitative data into some form of explanation, understanding, and interpretation of
the respondent and situations that the researcher was investigating. All the findings
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from the in-depth interview were used to form hypotheses for further quantitative
research. For the quantitative part, the data were analyzed using the Statistical
Package for the Social Sciences (SPSS). It was examined using factor analysis, cluster
analysis, analysis of variances (ANOVA), correlations, comparing the results between
each variable and other appropriate statistical analysis if required.
3.5 Theoretical Framework
In this study, the independent variable is set by using demographic and

psychographic of OTSS user and assumed to have a direct effect on the intention to
use the service, set as the dependent variable. The ultimate dependent variable is
affected by several factors that may influence the user purchasing decision. See
Figure 3.6: The research key variables.
Figure 3.6: The research key variables.
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CHAPTER 4
RESULTS AND DISCUSSION
4.1 Key Finding from Primary Method – Qualitative Approach
Six in-depth interviews were conducted during the completion of this proposal
report to investigate factors that influence the user’s subscription decision and
purchasing behavior. The respondents are one male and five females who live in
Bangkok, aged between 26-34. One of them is a hotel owner; four work as middle to
high-level officers in different industries and the other works as a tutor. All of them
are currently subscribed to at least one of these legal OTSS’s, Iflix, Netflix and Viu,
with Netflix being the most popular service as all respondents are using it. Important
findings from the in-depth interviews are as follows:
First, the most important criteria for both paid and non-paid users to choose an
OTSS provider ranges from availability of content, convenience to legal terms. “I love
that the streaming service is providing a variety of content,” said one Netflix paid
user. “Most importantly, it can be downloaded to watch on the go on multiple
devices.”
Secondly, the researcher found that four of the respondents are subscribed to
multiple streaming services because they want to have a broad selection of content
because each service provides different content. Some respondents use these services
as their primary source of entertainment to replace cable TV completely. "I use three
services: Netflix, HBO Go (AIS Play) and Iflix,” said a respondent. “For Netflix and
HBO Go, I subscribed because of their original series and movies. On Iflix, however,
I watch whatever that are not on the other two services as a non-paid user."
There are a few barriers that rule out paid subscription for non-paid users: Iflix
and Viu non-paid users find no interest in upgrading to a higher plan because they
think there is no significant difference in privileges between their current plan and a
higher one. “I am happy with Viu ‘freemium’ plan since there is not much benefit I
can get from switching to the premium package,” said one Viu non-paid user. A
Netflix non-paid user is not paying for the service because she is sharing an account
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with her family, and her uncle is paying for it. This, however, does not mean that they
are not loyal to the service they are using; many non-paid users are heavy users who
watch more than four times a week despite having other people pay for the fee.
Finally, most of the respondents seem to be sharing their account with their
acquaintances and sometimes strangers. It is interesting to find that many users are
willing to go online and look for people to split the service fee with. “I do not mind
sharing my account with strangers,” said a Netflix paid user. “It is not complicated at
all. I can easily find a plan-sharing group on Netflix-related Facebook pages. We
would set up a LINE group and appoint one person to sign up. After that we would
just transfer the money to that person every month. See Appendix C: Results of in-
depth interviews.
4.2 Key Finding from Primary Method – Quantitative Approach
4.2.1 General demographics’ profile of respondents

An online questionnaire was distributed through surveymonkey.com and
data were analyzed using Statistic Package for Social Sciences (SPSS). As a result,
309 respondents have passed the screening questions and completed the survey. There
is a total of 171 paid users and 138 non-paid users. See appendix E: Respondents’
demographic profile.
From 309 respondents, the majority of millennial OTSS users who age
between 18-34 is female (60.50%), whereas 39.50% are male. 55.70% are single and
34.60% are in a relationship. The highest percentage of education level is
undergraduate (66.7%), followed by postgraduate (25.60%). In terms of occupation,
the highest response came from office workers (40.50%) and students (32.50%).
Monthly income ranges between 15,001-30,000 Thai baht (37.70%) while the lowest
response came from the >60,000baht income group (10.70%). All respondents are
multiple OTSS users; Netflix (94.82%) is used by the majority of respondents,
followed by Viu (25.57%) and Iflix (21.04%).
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4.2.2 Factor analysis

A factor analysis was conducted from question number seven to measure
the respondents’ psychographic toward using an OTSS (see Appendix F-1: Data
summary of attitudes towards intention to use). Prior to running the factor analysis, a
data summarization was conducted to see the trend of each variable using descriptive
statistics showing mean, standard deviation and variance as shown in Table: 4.4.
There are 19 variables and each variable is rated on a one-to-five scale. From the
analysis, the researcher found that, in general, all respondents decide to use an OTSS
because they can watch shows any time that is convenient for them. This has the
highest average mean of 4.63. Meanwhile, using because of their friend ranks with the
lowest average mean of 2.11.
Table 4.4: The summary of user attitudes towards the use of online TV streaming
services (n=309)
Question 7: How much do you agree or disagree with the following statement regarding attitudes towards intension to use an online TV streaming services?
I love to support
I read reviews
I do not mind my favorite I use online TV I watch the show
every time I am I like to start a conversation about the
sharing my actors/actresses by streaming service that my friends are
about to start show and movies when I am among my
streaming account watching their because of my watching to be on
watching friends.
with other people. show from the friends. trend.
something new.
legal sources.
Mean 3.78 3.37 4.17 2.11 2.77 3.27
Std. Deviation 1.28 1.28 0.98 1.26 1.27 1.23
Variance 1.64 1.64 0.96 1.59 1.60 1.50
I will look for the

I do not mind I prefer to watch I use multiple TV shows and
I do not like to miss
watching old new movies and online TV movies on illegal
the latest episode The contents available on the service
movies and classic series when using streaming services websites, if I
of my favorite that I use are enough for me
shows on the my streaming to find what I want cannot find it on
series.
streaming service service to watch my streaming
service
Mean 3.93 3.84 4.28 3.03 3.35 3.04
Std. Deviation 1.27 1.20 0.89 1.45 1.46 1.16
Variance 1.60 1.44 0.79 2.12 2.13 1.36
I use stream I like to download I completely watch Beside online TV I went to the
I am willing to I use TV streaming
service because I the show offline to TV shows/movie streaming service I cinema less often
spend more money service to practice
can watch at a watch when I do online instead of also use music after I use online
to avoid having an my second
time that is not have good cable TV channel streaming TV streaming
ad. languages.
convenient for me. internet connection and cable satellite. application too service
Mean 3.00 4.63 3.20 3.42 3.63 3.32 3.00
Std. Deviation 1.45 0.72 1.47 1.38 1.31 1.64 1.46
Variance 2.10 0.52 2.17 1.90 1.71 2.70 2.12
Following this, dimension reduction with promax rotation was used to

reduce 19 variables into eight factors as shown in Table: 4.5 based on eigenvalues
greater than one and accounted for 62.55% of total variances. For the ease of
interpretation, factor loadings smaller than 0.50 are not displayed. All eight factors
were labeled as 1) Trend setter 2) Trend follower 3) Enthusiast streamer 4) Values
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variety 5) Willing to upgrade 6) See favorite actors 7) Entertainment-oriented, and 8)

Offline streamer.
Table 4.5: The result of factor analysis on the respondents’ psychographic toward
using an OTSS (n=309)
Factor 1 Factor 2 Factor 3 Factor 4 Factor 5 Factor 6 Factor 7 Factor 8

Enthusia Willing See
Trend Trend Values entertainme Offline
st to favorite
setter followers Variety nt-oriented streamer
streamer upgrade actors
I like to start a conversation about
the show and movies when I am 0.577
among my friends.
I do not like to miss the latest

0.792
episode of my favorite series.
I prefer to watch new movies and

series when using my streaming 0.683
service
I do not mind sharing my streaming

0.732
account with other people.
I use online TV streaming service

0.716
because of my friends.
I watch the show that my friends

0.628
are watching to be on trend.
I completely watch TV shows/movie

online instead of cable TV channel 0.777
and cable satellite.
I went to the cinema less often after

0.899
I use online TV streaming service
I use multiple online TV streaming

0.848
services to find what I want to watch
I will look for the TV shows and

movies on illegal websites, if I
0.698
cannot find it on my streaming
service
The contents available on the

0.682
service that I use are enough for me
I am willing to spend more money

0.745
to avoid having an ad.
I love to support my favorite

actors/actresses by watching their 0.664
show from the legal sources.
I do not mind watching old movies
and classic shows on the streaming 0.788
service
Beside online TV streaming service
I also use music streaming 0.765
application too
I like to download the show offline
to watch when I do not have good 0.879
internet connection
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4.2.3 Cluster analysis and segmentation

To determine the segmentation of respondents, a cluster analysis was
conducted. Hierarchical clustering was used to identify an appropriate number of
clusters by looking at the highest gap of coefficient value between each respondent.
This is followed by using K-means clustering to group similar respondents into the
same segments. Finally, three segments were classified as shown in Table: 4.6 and
4.7.
Table 4.6: The result of K-means cluster analysis (n=309)

Initial Cluster Centers
Cluster
1 2 3
Streamer Streaming Streaming
Fans "Victim" Innitiator
(n=102) (n=125) (n=82)
Trend setter -2.31 1.41 1.99
Trend follower -0.68 2.47 -0.67
Enthusiast streaming -2.00 1.00 -2.00
Value variety -2.63 2.20 1.90
Willing to upgrade -1.15 1.88 -0.95
See favorite actor 1.31 0.72 -1.46
Entertainment-oriented 0.38 0.51 -3.13
Offline streamer 2.00 0.08 -2.26
Table 4.7: Number of respondents in each cluster (n=309)
Cluster by factors q8
Number of case in
Frequency %
each cluster
1 102 33.00
Cluster 2 125 40.50
3 82 26.50
Valid 309
Missing 0
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Segment 1: Streamer Fan (n=102, 33% of total respondents)

This group of consumers is likely to stream classic movies and TV
series. They do not mind watching old content because they are using OTSS’s as a
way to support their favorite actors - by watching the shows on legal sources.
Moreover, they are also offline viewers who download the shows to watch when there
is no internet connection.
Segment 2: Streaming Victim (n=125, 40.50% of total respondents)

The majority of the respondents falls into this segment. They are
trend followers who are interested in streaming the content that are trending or that
their friends are watching. A variety of content is preferred when using an OTSS; they
are willing to do multiple searches on different OTSS’s or even on illegal websites to
find what they want. However, they are quite satisfied with their current OTSS
providers and do not mind upgrading the plan to increase user experience such as
seeing no advertisements. In addition, this segment is likely to switch completely
from cable TV and less likely to visit the cinema after using an OTSS. The name
“Streaming Victim” were given to this group as there are an easy target group who
likely to adopt in using the OTSS more than other groups.
Segment 3: Streaming Initiator (n=82, 26.50% of total respondents)

Consumers classified into this segment are an early adopter that is
interested in new content and always wants to be the first to watch a show. They do
not miss the latest episode as they are a real trendsetter among their friends and love
to start conversations about the shows and movies that they have watched. Therefore,
fresh content plays an important role for this segment.
4.2.4 Segmentation demographics’ profile
The target respondents were screened and recruited by the convenience
sampling method. The study limits respondents to ages between 18-34 who are
Netflix, Iflix and Viu users. Therefore, most of the segments have quite similar
demographic characteristics (see Table: 4.8). However, there are key differences
between the three segments as follows:
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1. Streamer fan: The biggest numbers of male and postgraduate education-level

respondents are in this group, at 46.10% and 35.30%, respectively. The group
also ranks the highest in terms of respondents with the above 60,000baht
income level (16.70%); meanwhile, the majority who are office workers
(43.10%) or self-employed respondents (8.80%) are well presented in this
segment. 96.08% of streamer fans are using Netflix and 20.95% are using
Iflix. Moreover, to stream content, they are using unique streaming devices
that contribute to 18.63% of total streaming devices such as Google
Chromecast, Apple TV and PlayStation.
2. Streaming Victim: This group has the highest percentages of government

officers (8.80%) and freelancers (10.40%). 72% have undergraduate
education. 36.30%, the biggest of income groups, earn less than 15,000 baht a
month while 5.6%, the smallest of income groups, earn more than 60,000 baht
a month. All respondents (100%) are using Netflix, followed by Viu (29%)
and Iflix (24%). 84.80% are using their mobile phones as a streaming device,
51.2% of whom are iOS users whereas 40% are Android users.
3. Streaming Initiator: The biggest number of female respondents are in this

group (68.30%) with the majority being single (54.90%). Occupations range
equally from students (43.90%) to office workers (43.90%) with an income
level of 15,001- 30,000 baht, followed by less than 15,000 baht per month
(32.90%). This group has the lowest number of Android users of all groups
(28%).
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Table 4.8: Respondents’ demographic profile (n=309)
1 2 3
Streamer Fans Streaming "Victim" Streaming Innitiator
(n=102) (n=125) (n=82)
N % N % N %
Female 55 53.90 76 60.80 56 68.30
Gender
Male 47 46.10 49 39.20 26 31.70
Single 56 54.90 71 56.80 45 54.90
In relationship 37 36.30 39 31.20 31 37.80
Marital Status Married 7 6.90 7 5.60 4 4.90
Divorce 2 2.00 7 5.60 2 2.40
Widowed 0 0.00 1 0.80 0 0.00
Below undergradugate 5 4.90 15 12.00 4 4.90
Undergraduate 61 59.80 90 72.00 55 67.10
Education Level
Postgraduate 36 35.30 20 16.00 23 28.00
Doctorate 0 0.00 0 0.00 0 0.00
Less than 15,000THB 28 27.50 45 36.30 27 32.90
15,001THB – 30,000THB 33 32.40 49 39.50 34 41.50
Income 30,001THB – 45,000THB 14 13.70 19 15.30 6 7.30
45,001THB – 60,000THB 10 9.80 4 3.20 6 7.30
Above 60,0000THB 17 16.70 7 5.60 9 11.00
Student 37 36.30 47 37.60 36 43.90
Office worker 44 43.10 45 36.00 36 43.90
Government officer 2 2.00 11 8.80 3 3.70
Occupation Self-employed 9 8.80 8 6.40 3 3.70
Freelancer 8 7.80 13 10.40 2 2.40
Homemaker 1 1.00 0 0.00 2 2.40
Unemployed 1 1.00 1 0.80 0 0.00
Internet TV 40 39.22 51 40.80 36 43.90
Mobile 84 82.35 106 84.80 65 79.27
Tablet 53 51.96 38 30.40 26 31.71
Streaming Desktop 26 25.49 49 39.20 28 34.15
devices Laptop 55 53.92 68 54.40 42 51.22
Google Chromecast 8 7.84 10 8.00 6 7.32
Apple TV 8 7.84 2 1.60 3 3.66
PlayStation 3 2.94 5 4.00 2 2.44
Mobile phone IOS 59 57.80 64 51.20 48 58.50
operating Android 34 33.30 50 40.00 23 28.00
system Both 9 8.80 11 8.80 11 13.40
Iflix 21 20.59 30 24.00 14 17.07
OTSS
Netflix 98 96.08 125 100.00 70 85.37
providers
Viu 18 17.65 37 29.60 24 29.27
To identify the differences between each segment using demographic factors, an

ANOVA Table was created. As a result, streamer fans and streaming initiators are
significantly different from streaming Victim’s in terms of education level (F=7.28, p-
value=0.00). Moreover, streamer fans and streaming Victims are significantly
different in terms of income (F=5.12, p-value=0.01) as well. (see Table: 4.9 and 4.10)
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Table 4.9: The result of One-way ANOVA – Identify different between segments
using demographic factors (n=309)
Sum of Mean
df F Sig.
Squares Square
Mobile phone Between Groups 0.25 2 0.12 0.27 0.76
operating Within Groups 138.32 306 0.45
system Total 138.57 308
Between Groups 4.23 2 2.12 7.28 0.00
Education
Within Groups 88.98 306 0.29
Level
Total 93.21 308
Between Groups 16.12 2 8.06 5.12 0.01
Income Within Groups 480.12 305 1.57
Total 496.25 307
Between Groups 6.82 2 3.41 2.04 0.13
Occupation Within Groups 511.82 306 1.67
Total 518.64 308
Between Groups 0.94 2 0.47 1.97 0.14
Gender Within Groups 72.89 306 0.24
Total 73.83 308
Between Groups 0.37 2 0.18 0.30 0.74
Marital Status Within Groups 188.78 306 0.62
Total 189.15 308
Table 4.10: The summary of post hoc Tests table – Identify different between
segments using demographic factors (n=309)
Mean 95% Confidence

Dependent Variable Difference Std. Error Sig. Lower Upper
(I-J) Bound Bound
*
2 .26392 .07 .00 .09 .43
1
3 .07221 .08 .64 -.12 .26
Education 2 1 -.26392 * .07 .00 -.43 -.09
Level 3 -.19171 * .08 .03 -.37 -.01
3 1 -.07221 .08 .64 -.26 .12
*
2 .19171 .08 .03 .01 .37
*
1 2 .53463 .17 .00 .14 .93
3 .33931 .19 .16 -.10 .78
Income 2 1 -.53463 * .17 .00 -.93 -.14
3 -.19532 .18 .52 -.62 .23
3 1 -.33931 .19 .16 -.78 .10
2 .19532 .18 .52 -.23 .62
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4.2.5 Segmentation behaviors’ profile

According to Table 4.11, the majority of all segments are medium and
heavy users who tend to use OTSS’s more than three times a week, the biggest group
of heavy users being Streaming Initiators (51.20%). The situation that users are most
urged to use OTSS’s is when they are at home, with 100% of both Streamer Fans and
streaming initiators are fall into this behavior, followed by when they are traveling
and while waiting for someone. The study also shows that Streamer Fans and
Streaming Victims are more likely to share their OTSS account with friends (36.27,
53.60%) and family (32.35%, 25.60%), but the majority is paying for their own
account (56.90%, 63.20%). Meanwhile Streaming Initiators have the highest
percentage of not sharing an account (34.15%); however, 58.50% of their accounts
are being paid by someone else – a friend, family member, partner, etc. In terms of
spending, Streaming Victims spend the highest for an OTSS at 101-150 baht per
month on average while 33% of streamer fans and 50% of streaming initiators are not
spending at all.
Table 4.11: Respondents’ behavior profile (n=309)
1 2 3
N % N % N %
How often do you stream movie and TV show online?
Less than one time a week 11 10.80 4 3.20 7 8.50
One to two times a week 16 15.70 24 19.20 17 20.70
Frequency
Three to four times a week 25 24.50 37 29.60 16 19.50
More than four times a week 50 49.00 60 48.00 42 51.20
In which situation that you will likely to use online TV streaming service?
Commuting to work 15 14.71 22 17.60 14 17.07
Traveling 22 21.57 48 38.40 22 26.83
Usage During the gym 11 10.78 12 9.60 12 14.63
Waiting for someone 25 24.51 44 35.20 19 23.17
When at home 102 100.00 121 96.80 82 100.00
Who do you share your account with?
Not sharing 13 4.21 12 9.60 28 34.15
My friends 37 36.27 67 53.60 29 35.37
Account
My family 33 32.35 32 25.60 29 35.37
Sharing
My partner 21 20.59 16 12.80 10 12.20
Strangers 8 7.84 22 17.60 1 1.22
Most of the time, who is paying for your account?
Paying on my own 58 56.90 79 63.20 34 41.50
Paid Status Someone is paying for me
44 43.10 46 36.80 48 58.50
(friend, family, partners etc.)
How much do you spend on online TV streaming service per month on average?
0 34 33.33 17 13.60 41 50.00
1-100 6 5.88 17 13.60 6 7.32
101-150 12 11.76 27 21.60 10 12.20
Spending
151-350 15 14.71 26 20.80 13 15.85
351-420 22 21.57 23 18.40 4 4.88
>420 13 12.75 15 12.00 8 9.76
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4.2.6 Factors that influence Thai millennials’ purchasing decision of

OTSS’s.
Upon finding the key segments of OTSS users, the researcher included in
the questionnaire the measurement of important attributes that influence their
purchasing decision. The questions can be grouped into tangible and intangible
factors, asking respondents to rank on one-to-five scale (see Appendix F-2: Data
summary of factors that influence purchasing decision of OTSS’s). General findings
are shown in Table 4.12. The top three attributes for all respondents are as follows;
Tangible factors: 1) “Original soundtrack” (mean=4.87, SD=0.72), 2)
“Resume function” (mean=4.74, SD=0.53) and 3) “Freshness of content”
(mean=4.64, SD=0.94). “Download for offline viewing” is the factor with the lowest
mean (mean=3.65, SD=1.24).
Intangible factors: 1) “Convenient payment channel” (mean=4.60,
SD=1.02), 2) “User interface” (mean=4.54, SD=0.92) and 3) “Customer service
support” (mean=4.39, SD=0.73). “Selected free content” is the factor with the lowest
mean (mean=3.65, SD=1.24).
Table 4.12: Summary of mean and standard deviation for tangible and intangible
factors that influences each segment (n=309)
2 3
1
Streaming Streaming
Streamer Fans Overall
Attributes "Victim" Innitiator F Sig.
(n=102)
(n=125) (n=82)
Mean SD Mean SD Mean SD Mean SD
Download to watch offline 3.62 1.33 4.08 1.15 3.26 1.23 3.65 1.24 11.48 0.00
Tangible Be able to stream on multiple 4.50 0.75 4.67 0.76 4.12 0.92 4.43 0.81 11.70 0.00
Factors Resume function 4.67 0.63 4.87 0.42 4.68 0.54 4.74 0.53 5.26 0.01
Classic/ old contents that are not
4.49 0.62 4.50 0.50 4.05 0.89 4.35 0.67 7.00 0.00
widely available
Freshness of the contents 4.66 0.82 4.84 0.89 4.43 1.10 4.64 0.94 9.69 0.00
Original series/ exclusive content 3.94 1.15 4.33 0.91 3.65 1.08 3.97 1.05 11.03 0.00
Subtitle 4.39 0.95 4.84 0.80 4.61 0.77 4.61 0.84 8.30 0.00
Original Soundtrack 4.87 0.83 4.92 0.60 4.72 0.72 4.84 0.72 5.33 0.01
Monthly Subscriptionfees 4.26 1.15 4.37 0.46 4.16 0.77 4.26 0.79 1.40 0.25
Free trial period 4.02 0.41 4.31 0.33 4.28 0.59 4.20 0.44 2.31 0.10
Discount on subscription fees 4.30 0.87 4.36 0.80 4.37 1.02 4.34 0.90 0.12 0.89
Inangible Selected free contents 3.82 1.29 4.23 0.93 4.04 1.00 4.03 1.07 3.29 0.04
Factors Convenient payment channels 4.71 0.97 4.73 1.07 4.37 1.03 4.60 1.02 7.13 0.00
Customer service support 4.30 1.25 4.54 1.16 4.32 1.10 4.39 1.17 2.30 0.10
Content suggestion/ 4.35 0.59 4.49 0.64 4.07 0.96 4.30 0.73 6.02 0.00
User interface 4.58 0.98 4.65 0.79 4.40 0.99 4.54 0.92 3.00 0.05
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According to Table 12, there are four factors that are not as significant (Sig.
>0.05) for the segments when making a purchase decisions. These are all intangible
factors, namely “Monthly subscription fee”, “Free trial period”, “Discount on
subscription fee” and “Customer service support”. The factors that have significant
value (Sig. <0.05) will be taken into the next step of post-hoc test to identify the
difference between the groups.
For the first tangible factor “Original soundtrack” (F=5.33, p-value=0.01), the
means of Streamer Fan (mean=4.87, SD=0.83) and Streaming Victim (mean=4.92,
SD=0.60) are significantly different from that of Streaming Initiator (mean=4.72,
SD=0.72) by 0.15, 0.20 and 0.47, respectively. Next, for “Resume function” (F=5.26,
p-value=0.01), the means of Streamer Fan (mean=4.67, SD=0.63) and Streaming
Initiator (mean=4.68, SD=0.54) are significantly different from Streaming Victim
(mean=4.87, SD=0.42) by 0.20, 0.19 and 0.01. Lastly, for “Freshness of content”
(F=9.69, p-value=0.00), the means of Streamer Fans] (mean=4.66, SD=0.82) and
Streaming Victim (mean=4.84, SD=0.89) are significantly different from Streaming
Initiator (mean=4.43, SD=1.10) by 0.23, 0.41 and 0.18, respectively.
For the intangible factor “Convenient payment channel” (F=7.13, p-
value=0.00), the means of Streamer Fan (mean=4.71, SD=0.97) and Streaming Victim
(mean=4.73, SD=1.07) are significantly different from Streaming Initiator
(mean=4.37, SD=1.03) by 0.34, 0.06 and 0.32, respectively. Meanwhile for “User
interface” (F=3.00, p-value=0.05), the means of Streaming Victim (mean=4.65,
SD=0.79) significantly differs from Streaming Initiator (mean=4.40, SD=0.99) by
0.25. Finally, for “Customer service support” (F=2.29, p-value=0.10), there is no
significant difference between the three segments (see Appendix F-4 and F5: Result
of one-way ANOVA and summary of post-hoc tests – tangible and intangible factors
that influence purchasing behavior of three segments).
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CHAPTER 5
CONCLUSIONS AND RECOMMENDATIONS
5.1 Research Summary
5.1.1 OTSS consumer’s profile

The first research objective, “To identify the profile of legal Thai
millennial consumers of OTSS’s” can be attained by clustering the respondents into
different segments: 1) Streamer Fan, 2) Streaming Victim and 3) Streaming Initiator
and find the most suitable target consumers for OTSS providers. In order to fully
understand their characteristics, each segment will be described using demographic,
psychographic and behavior factors.
Firstly, the three segments are sharing a very similar demographic
profile: the majority of the group is single female students or office workers, uses a
mobile phone with the iOS operating system as a streaming device; almost all are
users of multiple OTSS’s, with Netflix as the top choice, followed by Viu and Iflix.
However, in terms of income and education level, the groups differ: Streaming Victim
has the highest number of respondents with below undergraduate and undergraduate
education, and the lowest number of those with postgraduate education. By contrast,
those grouped in Streamer Fan and Streaming Initiator have a higher education level.
Moreover, Streaming Victims has the biggest number of respondents with a monthly
income of less than 15,000 baht, and the smallest number of those earning more than
60,000 baht a month.
Secondly, psychographic factors play an important role in
differentiating the characteristics of each segment. The majority of the OTSS users
are categorized in the Streaming Victim segment (n=125, 40.50%). These people are
enthusiastic, entertainment-oriented trend followers who value variety and are willing
to upgrade their viewing plan. The content that they are likely to consume are usually
considered in fashion or has been watched by their friends. They also do not mind
sharing their account with other people. Moreover, they are looking for a variety of
content and willing to look on multiple platforms, including illegal sources to find
what they want. Meanwhile, Streamer Fan (n=102, 33.00%), the second largest group,
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places less value on variety and freshness of content but are more inclined to stream
classic movies and TV shows. By streaming on an OTSS, they believe that they get to
support their favorite actors via legal sources. More importantly, the group values the
convenience of being able to download content to watch offline. Lastly, Streaming
Initiator (n=82, 26.50%) is the trendsetter of the three. They love to share their
interest about shows and movies that they have watched to their friends. New content
is favored by this segment – they do not want to miss the latest episode of a show for
the fear of missing out. However, when it comes to other sources of entertainment like
music streaming, they are the one with the most negative on this variable compared to
other segments.
Based on the consumption and purchasing behavior of OTSS users,
the researcher found that they share quite similar behavior patterns: users from all
segments are medium to heavy users who stream movies and TV shows online more
than four times a week and they do when they are at home. More than half of the
Streaming Victims are sharing an OTSS account with their friends, followed by their
family, and, compared to the other segments, hold the biggest percentage of people
sharing an account with stranger. Meanwhile, the Streaming Initiator are less likely to
share an account with other people, but they have a similar percentage of people
sharing an account with friends and family to the first group. Despite a high tendency
to share an account with other people, 60% of Streamer Fans and Streaming Victims
are paying for the service while 59% of the Streaming Initiators consume their
entertainment thanks to their friends, family or partner. In terms of spending, the
majority of paid users are in the Streamer Fan and Streaming Victim segments while
half of the Streaming Initiators are non-paid users. In addition, paid users are
spending between 151-350 baht on OTSS subscription on average.
5.1.2 Important factors that influence OTSS user purchasing decision
To conclude on the second objective, “To identify and important
factors that influence Thai millennials’ purchasing decision of OTSS”, the key
findings are summarized using top three tangible and intangible factors as follows.
“Original soundtrack”, “Resume function” and “Freshness of content” are most
important tangible factors for the majority of users when considering an OTSS.
Meanwhile, “Convenient payment channel”, “User interface” and “Customer service
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29
support” are the most important intangible factors. In addition, most of the intangible
factors that are associated with price and promotion, namely “Monthly subscription
fee”, “Free trial period” and “Discount on subscription fee” are not as important for
all three segments. These attributes also have the lowest means. This can be
concluded that promotions and price are the least important when users are making a
purchase decision.
5.2 Recommendations
The research results indicate that in order for OTSS providers and marketers to
target users successfully, they need to understand the differences between each
segment and key factors that could drive their interest.
First, the majority of OTSS users are Streaming Victims who are highly
influenced by their friends and family to stream content. Therefore, the company
could invest in micro-influencer marketing where they can reach and engage the
target audience more effectively. A micro-influencer is someone who has between
2,000 to 100,000 followers on social media (Pros and Cons of Working With Micro-
influencers, 2019). Their supporters may be fewer compared to celebrities but they
tend to be more fervent. In addition, if a company chooses to target this segment, they
have to bear in mind that these people are likely going to share their account with
other people. They also might be the decision maker when subscribing to a service
and have a high tendency to spend more compared to other groups; they are willing to
upgrade the service for better user experience. As original soundtracks, subtitles and
freshness of content are the most important factors that could influence them, the
company can focus on curating a selection of new foreign content to appeal to this
group of audiences.
Second of all, the Streamer Fans are most inclined to use an OTSS because they
want to watch content starring their favorite actors and support them on legal sources.
This group is highly influenced by the celebrities and movies they like regardless of
freshness or trend. Moreover, they agree that the resume function and user interface
are important when making a purchase decision.
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30
Therefore, the company should focus on improving a user-friendly interface and its
collection of classic content to capture this segment.
Lastly, to target the Streaming Initiators, the smallest of the three groups, the
company has to have fresh and interesting content to excite them with anticipation. It
can make sure that they will help spread the word and influence others to watch the
content that they enjoy. However, it seems that majority of this group is non-paid
users and has someone paying for them, which means they might be the one that
influences paid users to subscribe to an OTSS. In conclusion, if the company can
target this group of users, they can indirectly target other paid users and increase its
new user base.
All in all, in a non-English speaking country like Thailand, users agree that the
original soundtrack and subtitles are the most important when streaming via OTSS’s.
They give better experience than a dubbed version, which means there is little to no
boundary in pushing international content in this market as long as the subtitles
properly convey the original message.
5.3 Limitations of the Study
Despite the careful planning process and implementation, this research faces
several limitations, which contains bias and generalizations, as follows:
• The respondents are mostly multiple OTSS users. Therefore, the sampling plan
had to be adjusted from the proposal in order to reflect real trends of OTSS
users.
• The data collected cannot be applied to the method of principal axis factoring
due to low communality. Therefore, a pattern matrix would have low factor
loading problem. The researcher then chose to run principal components
instead.
• The research does not take into account the different ages of OTSS users but
rather focuses only on Thai millennials aged between 18-34 as one sample
group. This may impact the conclusion of differences between groups.
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REFERENCES
Ariffin, E. (2018, May 3). The state of video streaming in Southeast Asia. Retrieved
from The asean post: https://theaseanpost.com/article/state-video-streaming-
southeast-asia
Bhojwani, L. (2017, Jul 13). MPA Report: Asia Pacific Online Video Market To Scale
To US$45.5 Billion By 2022, With China Contributing More Than 75%.
Retrieved from http://www.media-partners-asia.com/news.php?id=499
Boulay, J. (2018). SVOD in Asia Pacific: The Gold Rush. Dataxis.
Chucherd, E. (2017, Apr 26). iflix ชูผ้ ใู ช้ ในไทยมากกว่ า 1 ล้ านคน พร้ อมรุ กสร้ างเนื อ9 หาตัวเอง.
Retrieved from beartai: https://www.beartai.com/news/it-thai-news/163694
Cunningham, S. (2017, Mar 1). Iflix, Hooq, Viu, Netflix, Viki, Catchplay And More:
It's A Crowded Video-On-Demand World. Retrieved from forbes :
https://www.forbes.com/sites/susancunningham/2017/03/01/iflix-hooq-viu-
netflix-viki-catchplay-and-more-its-a-crowded-video-on-demand-
world/#b34b5fc74576
Deloitte. (2018, May 24). Digital media: the subscription prescription. Retrieved
from deloitte:
https://www2.deloitte.com/content/dam/Deloitte/global/Images/infographics/te
chnologymediatelecommunications/gx-deloitte-tmt-2018-digital-media-
report.pdf
Fluent. (2017). Can cable survive the threat of streaming services? 2017 MEDIA
CONSUMPTION BEHAVIORS. New York.
Husain, O. (2018, Feb 12). iFlix or Netflix? Which Streaming Provider is Positioned
to Win Southeast Asia? Retrieved from https://ecommerceiq.asia/eiq-insider-
iflix-netflix-southeast-asia/
Kaveevivitchai, N. (2018, January 29). Full stream ahead. Retrieved from
Bangkokpost: https://www.bangkokpost.com/business/telecom/1403830/full-
stream-ahead
Meza, E. (2017, Mar 1). Netflix Invests Nearly $2 Billion in European Productions,
Promises More. Retrieved from variety:
https://variety.com/2017/biz/global/reed-hastings-netflix-berlin-100-million-
subscribers-1201999745/
Morris, D. Z. (2018, Apr 29). Viewers Are Ditching Cable For Streaming Faster Than
Anyone Expected. Retrieved from fortune:
http://fortune.com/2018/04/29/viewers-cable-streaming/
NetflixTH. (2019, Mar 7). Retrieved from facebook.com:
https://www.facebook.com/pg/NetflixTH/
Nielsen. (2016, March). The Nielsen Global Video-on-Demand Survey. Retrieved
from
https://www.nielsen.com/content/dam/nielsenglobal/de/docs/Nielsen%20Glob
al%20Video-on-Demand%20Report%20DIGITAL%20FINAL.pdf.
Nieva, R. (2016, Jan 6). Netflix is cool with you sharing your account. Retrieved from
cnet: https://www.cnet.com/news/netflix-is-cool-with-you-sharing-your-
account/
(2018). Ofcom’s Media Nations report. London: Ofcom.
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Pros and Cons of Working With Micro-influencers. (2019, Mar 22). Retrieved from
influencermarketinghub: https://influencermarketinghub.com/pros-and-cons-
of-working-with-micro-influencers/
Rouse, M. (2013, Dec). video streaming service. Retrieved from whatis:
https://whatis.techtarget.com/definition/video-streaming-service
Southeast Asia digital, social and mobile 2018. (2018, Apr 18). Retrieved from Asean
Up: https://aseanup.com/southeast-asia-digital-social-mobile/
statista. (2017). Estimated number of active streaming subscribers to Netflix in
Thailand from 2017 to 2020 (in 1,000s). Humburg, Germany.
Suvichai. (2018, Aug 8). เปิ ดกลยุทธ์ ใหม่ IFLIX 3.0 ให้ บริ การทั9งแบบ FREE และ VIP ไม่ ต้อง
เสี ยเงินก็ดเู นือ9 หา (ส่ วนหนึHง) ได้ ! Retrieved from beartai:
https://www.beartai.com/news/it-thai-news/272582
Tan, M. (2018, Nov 20). Internet economy in South-east Asia to top US$240b by
2025: study. Retrieved from business times:
https://www.businesstimes.com.sg/government-economy/internet-economy-
in-south-east-asia-to-top-us240b-by-2025-study
Video Streaming (SVoD). (2018). Retrieved from statista:
https://www.statista.com/outlook/206/126/video-streaming--svod-/thailand
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APPENDICES
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APPENDIX A
TARGET RESPONDENT SELECTION CRITERIA
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APPENDIX B
QUESTIONS FOR AN IN-DEPTH INTERVIEW
Questions for OTSS paid user, and non-paid user are as follows:
1. What are the important factors that influence you to use online TV streaming
services?
2. How many streaming services are you using right now? Please give a reason why
are you using them?
3. How much are you paying right now for the service? Do you think it’s worth the
money?
4. What are the barriers that block you from upgrading to a higher service level?
5. How often do you use the service and what kind of contents do you interest the
most?
6. How long have you been paying/using for an online streaming service?
7. Any suggestion to improve better service?
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APPENDIX C
RESULT OF IN-DEPTH INTERVIEWS
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# Interview date 5th December 2018 5th December 2018
1 Name Jinjutha Meechai
2 Age 27 34
Demographic 3 Gender Female Male
4 Occupation Private company officer Tutor
5 Education level Bachelor degree Bachelor degree
6 Streaming service Iflix Iflix
7 Type of repondenrt Paid user Non-paid user
What are the important factors that influence you to The number of movies and series available on the platform is the first thing I
1 I concern about contents, price and the user interface
use online TV streaming services? will look, followed by a variety of contents, price, and sharability.
I am currently using Iflix and Netflix because of its contents and especially
their original series. I often search for series on these two platforms first and I use three services; Netflix, HBO go (Ais Play) and iflix. For Netflix and HBO
How many streaming services are you using right
2 if there is something that is not available I will stream from illegal websites but go, I subscribed because of its original series and movies. However, for Iflix I
now? Please give a reason why are you using them?
usually for series they are cover almost all I want. However, for movies, I still watch whatever that are not on the other two services.
have to visit illegal streaming website since it is more up to date.
I do not remember how much I pay for HBO go and Netflix but together it is
I do a yearly subscription for Iflix since it is cheaper around 1,000THB a year
around 1,000THB. I split the subscription fees with my sister on the ultra HD
How much are you paying right now for the service? which is less than 100THB a month. I also share my account with my
3 package for Netflix, but for HBO go I pay for myself. Iflix on the other hands,
Do you think it’s worth the money? boyfriend and my dad and with this price for legal movies, I think it is cheap
use only to stream their free contents as a supplement to the other two
and worth the money.
services.
It is unnecessary for me. For example, the most expensive package for
Questions What are the barriers that block you from upgrading to Netflix will be able to stream in 4k, but my TV does not support the function I am happy with the current service and if there is not significant change I do
4
a higher service level? anyway, and for Iflix, I think there is only one package available, upgrade not think it is necessary to upgrade.
from free user to paid user.
On average I stream via Iflix around three to four times a month. It depends
on how exciting of the current content I am watching, If I find it interesting I
I use Iflix three to four times a week, watching most on series and
How often do you use the service and what kind of will keep watching and will watch more often. Most of the time I choose to
5 documentary. However, I tend to watch the other two services that I paid
contents do you interest the most? watch popular series that I have read their review before since I do not want
more often.
to waste my time watching something I do not like, so reviews help me to
decide which content to stream.
I have been using many services and start paying for online streaming
service from three to four years ago, but for Iflix I began two years ago, since
How long have you been paying / using for an online
6 I subscribed on Iflix since it first launched in Thailand, around two years ago. 2016 when it first launched in Thailand. Many service providers lack behind in
streaming service?
term of contents, so I unsubscribed them and only have these three right
now.
The subtitle needs to improve, and They should bring in the latest season of
some popular series or most recent episodes week by week. Otherwise, I will It would be great if there are more up to date contents and more variety to
7 Any suggestion to improve better service?
have to stream from an illegal website before it is available on the platform choose, I might consider paying for Iflix.
and it is not convenient.
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1 Name Jinjutha Meechai
2 Age 27 34
Demographic 3 Gender Female Male
4 Occupation Private company officer Tutor
6 Streaming service Iflix Iflix
What are the important factors that influence you to The number of movies and series available on the platform is the first thing I
1 I concern about contents, price and the user interface
use online TV streaming services? will look, followed by a variety of contents, price, and sharability.
I am currently using Iflix and Netflix because of its contents and especially
their original series. I often search for series on these two platforms first and I use three services; Netflix, HBO go (Ais Play) and iflix. For Netflix and HBO
How many streaming services are you using right
2 if there is something that is not available I will stream from illegal websites but go, I subscribed because of its original series and movies. However, for Iflix I
now? Please give a reason why are you using them?
usually for series they are cover almost all I want. However, for movies, I still watch whatever that are not on the other two services.
have to visit illegal streaming website since it is more up to date.
I do not remember how much I pay for HBO go and Netflix but together it is
I do a yearly subscription for Iflix since it is cheaper around 1,000THB a year
around 1,000THB. I split the subscription fees with my sister on the ultra HD
How much are you paying right now for the service? which is less than 100THB a month. I also share my account with my
3 package for Netflix, but for HBO go I pay for myself. Iflix on the other hands,
Do you think it’s worth the money? boyfriend and my dad and with this price for legal movies, I think it is cheap
use only to stream their free contents as a supplement to the other two
and worth the money.
services.
It is unnecessary for me. For example, the most expensive package for
Questions What are the barriers that block you from upgrading to Netflix will be able to stream in 4k, but my TV does not support the function I am happy with the current service and if there is not significant change I do
4
a higher service level? anyway, and for Iflix, I think there is only one package available, upgrade not think it is necessary to upgrade.
from free user to paid user.
On average I stream via Iflix around three to four times a month. It depends
on how exciting of the current content I am watching, If I find it interesting I
I use Iflix three to four times a week, watching most on series and
How often do you use the service and what kind of will keep watching and will watch more often. Most of the time I choose to
5 documentary. However, I tend to watch the other two services that I paid
contents do you interest the most? watch popular series that I have read their review before since I do not want
more often.
to waste my time watching something I do not like, so reviews help me to
decide which content to stream.
I have been using many services and start paying for online streaming
service from three to four years ago, but for Iflix I began two years ago, since
How long have you been paying / using for an online
6 I subscribed on Iflix since it first launched in Thailand, around two years ago. 2016 when it first launched in Thailand. Many service providers lack behind in
streaming service?
term of contents, so I unsubscribed them and only have these three right
now.
The subtitle needs to improve, and They should bring in the latest season of
some popular series or most recent episodes week by week. Otherwise, I will It would be great if there are more up to date contents and more variety to
have to stream from an illegal website before it is available on the platform choose, I might consider paying for Iflix.
and it is not convenient.
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1 Name Yanisa Chalita
2 Age 29 28
Demographic 3 Gender Female Female
4 Occupation Private company officer Medical sales representative
6 Streaming service Viu Viu
I prefer to use the streaming service because I love watching Korean drama
What are the important factors that influence you to Convenient and can be stream anywhere anytime, most importantly I can and it is very convenient, I do not have to download it on an illegal website. I
1
use online TV streaming services? pause and resume to continue on any device. will choose to stream on the particular service if there are movies or TV show
that I like and If it had a free trial, I would not hesitate to try at all.
I am currently subscribed to Netflix and Viu. Netflix for international contents

How many streaming services are you using right Viu and Netflix. I am streaming from Viu for Korean drama and Netflix for
2 and Viu for Korean contents. I used to subscribed on Iflix as well but stopped
now? Please give a reason why are you using them? movies.
when I join Netflix.
I pay 350THB basic package for Netflix and 119THB premium package for
Viu. The reason why I choose to subscribe to both services is that I use them
How much are you paying right now for the service? as my primary source of entertainment, completely replacing the cable TV. I pay for Netflix package around 350THB a month but for Viu I just use their
3
Do you think it’s worth the money? For Viu it has the latest series with Thai subtitle which updated almost right freemium account with no charge.
after the show is ended in Korea. I think it worth my money because there is
a variety of up to date contents and I can watch it endlessly.
Questions I am happy with Viu freemium account since there is not much benefit I can
I know that Netflix offers a more expensive package for ultra HD and be able
What are the barriers that block you from upgrading to get from switching to the premium package. For example, people who are
4 to share up to four screens at a time but I do not think I need it, and for Viu I
a higher service level? paying will only get to watch the latest contents three days ahead of other
think they only have one package.
people, and after that, those contents will be available for everyone anyway.
I stream two to three times every other day, each time I spend around two
How often do you use the service and what kind of I am addicted to Korean drama so I stream on Viu almost every day, and for
5 hours and if I am addicted to the show, I can watch all night. Most of the
contents do you interest the most? Netflix, I often use it during the weekend.
contents I stream are comedy series and TV shows.
I have been paying for both platforms for more than six months now. First, I
How long have you been paying / using for an online I have been streaming Korean drama from the past 3-4 years on illegal
6 signed up for a free trial, and after certain period my account is automatically
streaming service? websites but only been using streaming service just last month.
charged. So, I just kept the subscription going.
Viu should have the resume function like Netflix so I can watch across all my I would love to see more of the classic series that I used to watch when I was
devices. a teen.
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APPENDIX D
QUESTIONNAIRE
Screening Questions
SQ1: Were you born between 1985 – 2001?
Yes (Please proceed to SQ 2.)
No (End of screening questions.)
SQ2: Do you live in Bangkok or metropolitan area?
SQ3: Did you watch movies or TV shows online at least once in the past 3 months?
SQ4: Do you know at least one of these online TV streaming services:
Iflix, Netflix and Viu?
SQ5: Have you use at least one of these online TV streaming services:
SQ6: Have you PAID to at least one of these online TV streaming services:
Yes (PAID user, proceed to Survey Questionnaire.)
No (NON-PAID user, proceed to Survey Questionnaire.)
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Part 1: Online TV streaming service consumption (Behavior)
1. How often do you stream movie and TV show online?

a) Less than one time a week
b) One to two times a week
c) Three to four times a week
d) More than four times a week
2. Please select the online TV streaming service that you use? (Can choose more than
one)
a) Iflix
b) Netflix
c) Viu
d) Other______ (please specify)
3. How much do you spend on online TV streaming service per month on average?
_________________THB
4. Who do you share your account with? (Can choose more than one)
a) No one
b) My friends
c) My family
d) My partner
e) Strangers
f) Other________ (please specify)
5. Most of the time, who is paying for your account?
a) Pay by myself
b) My friends/family are paying for me
c) Other________ (please specify)
6. In which situation that you will likely to use online TV streaming service?
(Can choose more than one)
a) Commuting to work
b) Traveling
c) During the gym
d) Waiting for someone
e) When at home
f) Other_______(please.specify)
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Part 2: Online TV streaming service consumer psychographic
How much do you agree or disagree with the following statement regarding attitudes towards intension to use an online TV streaming services?
Somewhat
Somewhat
Strongly
Strongly
Neutral
Disagree
Disagree
Disagree
Agree
Agree
Agree
(1)
(2)
(6)
(3)
(4)
(5)
(7)
Statements
I do not mind sharing my streaming account with

other people.
I read reviews every time I am about to start
watching something new.
I love to support my favorite actors/actresses by
watching their show from the legal sources.
I use online TV streaming service because of my
friends.
I watch the show that my friends are watching to be
on trend.
I like to start a conversation about the show and
movies when I am among my friends.
I do not like to miss the latest episode of my favorite
series.
I do not mind watching old movies and classic shows
on the streaming service
I prefer to watch new movies and series on my TV
streaming service
I use multiple online TV streaming services to find
what I want to watch
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Somewhat
Somewhat
Strongly
Strongly
Disagree
Neutral
Disagree
Disagree
Agree
Agree
Agree
(1)
(2)
(6)
(3)
(4)
(5)
(7)
Statements
I will look for the TV shows and movies on illegal

websites, if I cannot find it on my streaming service
The contents available on the service that I use are
enough for me
I am willing to spend more money to avoid having an
ad.
I use stream service because I can watch at a time
that is convenient for me.
I like to download the show offline to watch when I
do not have good internet connection
I completely watch TV shows/movie online instead of
cable TV channel and cable satellite.
I use TV streaming service to practice my second
languages.
Beside online TV streaming service I also use music
streaming application too
I went to the cinema less often after I use online TV
streaming service
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Part 3: Product attributes (Tangible/Intangible)
How important are the following attribute when you choose to use an online TV streaming service?
Unimportant
Unimportant
Important
Important
Important
Important
Extremely
Extremely
Somewhat
Somewhat
So -So
Very
Very
(2)
(3)
(4)
(6)
(1)
(5)
(7)
Attributes
Download to watch offline
Be able to stream on multiple devices
Resume function
Freshness of the contents
Classic/ old contents that are not widely available
Original series/ exclusive content
Content suggestion/ personalization
User interface
Subtitle
Original soundtrack
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Unimportant
Unimportant
Important
Important
Important
Important
Extremely
Extremely
Somewhat
Somewhat
So -So
Very
Very
(2)
(3)
(4)
(6)
(1)
(5)
(7)
Attributes
Monthly Subscription fees
Free trial period
Discount on subscription fees
Selected free contents
Convenient payment channels
Customer service support
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Part 4: Personal information (Demographic)
7. What is your gender?

a) Female
b) Male
8. What is your status?
a) Single
b) In relationship
c) Married
d) Divorce
e) Widowed
9. What device do you use to stream movie and TV show online?
(Can choose more than one)
a) Internet TV
b) Mobile
c) Tablet
d) Desktop
e) Laptop
f) Google Chromecast
g) Apple TV
h) Other______ (please specify)
10. What is your highest education level?
a) High school
b) College
c) Undergraduate
d) Postgraduate
e) Doctorate
f) Other______ (please specify)
11. What is your income per month?
a) <15,000THB
b) 15,001THB – 30,000THB
c) 30,001THB – 45,000THB
d) 45,001THB – 60,000THB
e) Above 60,0000THB
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12. What is your occupation?

a) Student
b) Office worker
c) Government officer
d) Self-employed
e) Freelancer
f) Homemaker
g) Other______ (please specify)
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APPENDIX E
RESPONDENTS’ DEMOGRAPHIC PROFILE
Respondnts' demographic profile N %

Female 187 60.50
Gender
Male 122 39.50
Single 172 55.70
In relationship 107 34.60
Marital Status Married 18 5.80
Divorce 11 3.60
Widowed 1 0.30
Below undergradugate 24 7.80
Undergraduate 206 66.70
Education Level
Postgraduate 79 25.60
Doctorate 0 0.00
Less than 15,000THB 100 32.50
15,001THB – 30,000THB 116 37.70
Income 30,001THB – 45,000THB 39 12.70
45,001THB – 60,000THB 20 6.50
Above 60,0000THB 33 10.70
Student 120 38.80
Office worker 125 40.50
Government officer 16 5.20
Occupation Self-employed 20 6.50
Freelancer 23 7.40
Homemaker 3 1.00
Unemployed 2 0.60
Iflix 65 21.04
OTSS
Netflix 293 94.82
providers
Viu 79 25.57
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Appendix E-1: Data summary of respondent’s demographic profile
Std. 95% Confidence Interval for Mean

N Mean Std. Error Minimum Maximum
Deviation Lower Bound Upper Bound
1 102 1.51 0.66 0.06 1.38 1.64 1 3
Mobile phone
2 125 1.58 0.65 0.06 1.46 1.69 1 3
operating
3 82 1.55 0.72 0.08 1.39 1.71 1 3
system
Total 309 1.55 0.67 0.04 1.47 1.62 1 3
1 102 2.30 0.56 0.06 2.19 2.41 1 3
Education 2 125 2.04 0.53 0.05 1.95 2.13 1 3
Level 3 82 2.23 0.53 0.06 2.12 2.35 1 3
Total 309 2.18 0.55 0.03 2.12 2.24 1 3
1 102 2.56 1.42 0.14 2.28 2.84 1 5
2 124 2.02 1.08 0.10 1.83 2.22 1 5
Income
3 82 2.22 1.29 0.14 1.94 2.50 1 5
Total 308 2.25 1.27 0.07 2.11 2.40 1 5
1 102 2.16 1.36 0.13 1.89 2.42 1 7
2 125 2.19 1.35 0.12 1.95 2.43 1 7
Occupation
3 82 1.84 1.11 0.12 1.60 2.08 1 6
Total 309 2.09 1.30 0.07 1.94 2.23 1 7
1 102 1.46 0.50 0.05 1.36 1.56 1 2
2 125 1.39 0.49 0.04 1.31 1.48 1 2
Gender
3 82 1.32 0.47 0.05 1.21 1.42 1 2
Total 309 1.39 0.49 0.03 1.34 1.45 1 2
1 102 1.56 0.71 0.07 1.42 1.70 1 4
2 125 1.62 0.89 0.08 1.47 1.78 1 5
Marital Status
3 82 1.55 0.71 0.08 1.39 1.70 1 4
Total 309 1.58 0.78 0.04 1.49 1.67 1 5
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APPENDIX F
DATA SUMMARY
Appendix F-1: Data summary of attitudes towards intention to use
Valid Cumulative Valid Cumulative

Frequency Percent Frequency Percent
Percent Percent Percent Percent
Valid (1)Strongly Valid (1)Strongly
I do not mind 25 8.10 8.10 8.10 21 6.80 6.80 6.80
Disagree I do not like to Disagree
sharing my
(2) 27 8.70 8.70 16.80 miss the latest (2) 27 8.70 8.70 15.50
streaming
(3) 63 20.40 20.40 37.20 episode of my (3) 51 16.50 16.50 32.00
account with
(4) 71 23.00 23.00 60.20 favorite series. (4) 63 20.40 20.40 52.40
other people.
(5)Strongly (5)Strongly
123 39.80 39.80 100.00 147 47.60 47.60 100.00
Agree Agree
Total 309 100.00 100.00 Total 309 100.00 100.00

Valid (1)Strongly I do not mind
I read reviews 29 9.40 9.40 9.40 Valid (1)Strongly
Disagree watching old 15 4.90 4.90 4.90
every time I am Disagree
(2) 53 17.20 17.20 26.50 movies and
about to start (2) 33 10.70 10.70 15.50
(3) 79 25.60 25.60 52.10 classic shows
watching (3) 61 19.70 19.70 35.30
(4) 71 23.00 23.00 75.10 on the
something new. (4) 78 25.20 25.20 60.50
(5)Strongly streaming
77 24.90 24.90 100.00 (5)Strongly
Agree service 122 39.50 39.50 100.00
Agree
Total 309 100.00 100.00 Total 309 100.00 100.00

I love to Percent Percent Percent Percent
support my Valid (1)Strongly I prefer to
3 1.00 1.00 1.00 Valid (1)Strongly
favorite Disagree watch new 3 1.0 1.0 1.0
Disagree
actors/actresses (2) 13 4.20 4.20 5.20 movies and
(2) 10 3.2 3.2 4.2
by watching series when
(3) 69 22.30 22.30 27.50 (3) 42 13.6 13.6 17.8
their show from using my
(4) 69 22.30 22.30 49.80 (4) 95 30.7 30.7 48.5
the legal streaming
155 50.20 50.20 100.00 service 159 51.5 51.5 100.0
sources. Agree Agree
Total 309 100.00 100.00 Total 309 100.0 100.0
ช
Valid (1)Strongly I use multiple Valid (1)Strongly
I use online TV 136 44.00 44.00 44.00 62 20.10 20.10 20.10
Disagree online TV Disagree
streaming
(2) 75 24.30 24.30 68.30 streaming (2) 63 20.40 20.40 40.50
service
(3) 45 14.60 14.60 82.80 services to find (3) 62 20.10 20.10 60.50
because of my
(4) 33 10.70 10.70 93.50 what I want to (4) 49 15.90 15.90 76.40
friends.
(5)Strongly watch (5)Strongly
20 6.50 6.50 100.00 73 23.60 23.60 100.00
Agree Agree
Total 309 100.00 100.00 Total 309 100.00 100.00
Valid Cumulative
Frequency Percent
Percent Percent Valid Cumulative
Valid (1)Strongly Frequency Percent
I watch the I will look for Percent Percent
63 20.40 20.40 20.40
Disagree the TV shows Valid (1)Strongly
show that my 61 19.70 19.70 19.70
(2) 67 21.70 21.70 42.10 and movies on Disagree
friends are
(3) 90 29.10 29.10 71.20 illegal websites, (2) 26 8.40 8.40 28.20
watching to be
(4) 55 17.80 17.80 89.00 if I cannot find it (3) 50 16.20 16.20 44.30
on trend.
(5)Strongly on my (4) 88 28.50 28.50 72.80
34 11.00 11.00 100.00
Agree streaming (5)Strongly
84 27.20 27.20 100.00
Total 309 100.00 100.00 service Agree
Total 309 100.00 100.00

I like to start a
Valid (1)Strongly Valid (1)Strongly
conversation 32 10.40 10.40 10.40 The contents 35 11.30 11.30 11.30
Disagree Disagree
about the show available on the
(2) 48 15.50 15.50 25.90 (2) 64 20.70 20.70 32.00
and movies service that I
(3) 91 29.40 29.40 55.30 (3) 98 31.70 31.70 63.80
when I am use are enough
(4) 81 26.20 26.20 81.60 (4) 78 25.20 25.20 89.00
among my for me
friends. 57 18.40 18.40 100.00 34 11.00 11.00 100.00
Agree Agree
Total 309 100.00 100.00 Total 309 100.00 100.00
Ref. code: 25616002040407UOH

50
Valid Cumulative
Frequency Percent
Percent Percent
Valid (1)Strongly
73 23.60 23.60 23.60
I am willing to Disagree
spend more (2) 41 13.30 13.30 36.90
money to avoid (3) 71 23.00 23.00 59.90
having an ad. (4) 61 19.70 19.70 79.60
(5)Strongly
63 20.40 20.40 100.00
Agree
Total 309 100.00 100.00
Valid Cumulative
Frequency Percent
Percent Percent
I use stream
Valid (1)Strongly
service 2 .60 .60 .60
Disagree
because I can
(2) 2 .60 .60 1.30
watch at a time
(3) 26 8.40 8.40 9.70
that is
(4) 49 15.90 15.90 25.60
convenient for
(5)Strongly
me. 230 74.40 74.40 100.00
Agree
Total 309 100.00 100.00
Valid Cumulative
Frequency Percent
Percent Percent
I like to
Valid (1)Strongly
download the 59 19.10 19.10 19.10
Disagree
show offline to
(2) 46 14.90 14.90 34.00
watch when I
(3) 65 21.00 21.00 55.00
do not have
(4) 52 16.80 16.80 71.80
good internet
(5)Strongly
connection 87 28.20 28.20 100.00
Agree
Total 309 100.00 100.00
Valid Cumulative
Frequency Percent
Percent Percent
I completely
Valid (1)Strongly
watch TV 36 11.70 11.70 11.70
Disagree
shows/movie
(2) 50 16.20 16.20 27.80
online instead
(3) 67 21.70 21.70 49.50
of cable TV
(4) 59 19.10 19.10 68.60
channel and
(5)Strongly
cable satellite. 97 31.40 31.40 100.00
Agree
Total 309 100.00 100.00
Valid Cumulative
Frequency Percent
Percent Percent
I use TV Valid (1)Strongly
30 9.70 9.70 9.70
streaming Disagree
service to (2) 31 10.00 10.00 19.70
practice my (3) 69 22.30 22.30 42.10
second (4) 72 23.30 23.30 65.40
languages. (5)Strongly
107 34.60 34.60 100.00
Agree
Total 309 100.00 100.00
Valid Cumulative
Frequency Percent
Percent Percent
Beside online Valid (1)Strongly
75 24.30 24.30 24.30
TV streaming Disagree
service I also (2) 34 11.00 11.00 35.30
use music (3) 40 12.90 12.90 48.20
streaming (4) 37 12.00 12.00 60.20
application too (5)Strongly
123 39.80 39.80 100.00
Agree
Total 309 100.00 100.00
Valid Cumulative
Frequency Percent
Percent Percent
I went to the Valid (1)Strongly
72 23.30 23.30 23.30
cinema less Disagree
often after I use (2) 44 14.20 14.20 37.50
online TV (3) 73 23.60 23.60 61.20
streaming (4) 53 17.20 17.20 78.30
service (5)Strongly
67 21.70 21.70 100.00
Agree
Total 309 100.00 100.00
Ref. code: 25616002040407UOH

51
Appendix F-2: Data summary of factors that influence purchasing decision of OTSS’s
Cumulative Cumulative
Frequency Percent Valid Percent Frequency Percent Valid Percent
Percent Percent
Valid (1)Strongl Valid (1)Strongl
12 3.88 3.88 3.88
23 7.4 7.4 7.4 y
y
Original series/ (2) 12 3.88 3.88 7.77
Download to watch (2) 32 10.4 10.4 17.8 exclusive content (3) 67 21.68 21.68 29.45
offline (3) 74 23.9 23.9 41.7 (4) 85 27.51 27.51 56.96
(4) 63 20.4 20.4 62.1 (5)Strongl
(5)Strongl 133 43.04 43.04 100.00
y Agree
117 37.9 37.9 100.0
y Agree Total 309 100.00 100.00
Total 309 100.0 100.0
Cumulative
Frequency Percent Valid Percent
Percent
Cumulative
Frequency Percent Valid Percent Valid (1)Strongl
Percent 4 1.29 1.29 1.29
y
Valid (1)Strongl Content suggestion/ (2) 6 1.94 1.94 3.24
6 1.94 1.94 1.94
y personalization (3) 37 11.97 11.97 15.21
Be able to stream on
(3) 32 10.36 10.36 12.30 (4) 98 31.72 31.72 46.93
multiple devices
(4) 76 24.60 24.60 36.89 (5)Strongl
164 53.07 53.07 100.00
(5)Strongl y Agree
195 63.11 63.11 100.00
y Agree Total 309 100.00 100.00
Total 309 100.00 100.00
Cumulative
Percent
Cumulative
Percent 3 .97 .97 .97
y
Valid (1)Strongl User interface (3) 23 7.44 7.44 8.41
1 .32 .32 .32
y (4) 78 25.24 25.24 33.66
(2) 1 .32 .32 .65 (5)Strongl
205 66.34 66.34 100.00
(3) 7 2.27 2.27 2.92 y Agree
Resume function
(4) 55 17.80 17.86 20.78 Total 309 100.00 100.00
(5)Strongl
244 78.96 79.22 100.00
y Agree
Total 308 99.68 100.00 Cumulative
Percent
Missing System 1 .32
Valid (1)Strongl
Total 309 100.00 8 2.59 2.59 2.59
y
(2) 3 0.97 0.97 3.56
มีคอนเทนท์ใหม่ๆ อัพเดทตลอดเวลา Subtitle
(3) 17 5.50 5.50 9.06
Cumulative (4) 39 12.62 12.62 21.68
Percent (5)Strongl
242 78.32 78.32 100.00
Valid (1)Strongl y Agree
3 .97 .97 .97
y Total 309 100.00 100.00
Freshness of the (2) 1 .32 .32 1.29
contents (3) 16 5.18 5.18 6.47
Cumulative
(4) 55 17.80 17.80 24.27 Frequency Percent Valid Percent
Percent
(5)Strongl
234 75.73 75.73 100.00 Valid (3) 11 3.56 3.56 3.56
y Agree Original soundtrack (4) 24 7.77 7.77 11.33
Total 309 100.00 100.00 (5)สําคัญ
274 88.67 88.67 100.00
อย่างยิง,
Total 309 100.00 100.00
Cumulative
Frequency Percent Valid Percent Percent
Valid (1)Strongl Cumulative
7 2.27 2.27 2.27 Frequency Percent Valid Percent
y Percent
(2) 7 2.27 2.27 4.55 Valid (1)Strongl
Classic/ old contents 3 0.97 0.97 0.97
y
(3) 38 12.30 12.34 16.88
that are not widely Monthly Subscription (2) 7 2.27 2.27 3.24
(4) 67 21.68 21.75 38.64 fees
available (3) 51 16.50 16.50 19.74
(5)Strongl (4) 88 28.48 28.48 48.22
189 61.17 61.36 100.00
y Agree (5)Strongl
Total 308 99.68 100.00 160 51.78 51.78 100.00
y Agree
Missing System 1 0.32 Total 309 100.00 100.00
Total 309 100.00
Cumulative
Cumulative Percent
Percent 9 2.91 2.92 2.92
y
Valid (1)Strongl
12 3.88 3.88 3.88 (2) 14 4.53 4.55 7.47
y
(3) 58 18.77 18.83 26.30
Original series/ (2) 12 3.88 3.88 7.77 Free trial period
(4) 50 16.18 16.23 42.53
exclusive content (3) 67 21.68 21.68 29.45 (5)Strongl
(4) 85 27.51 27.51 56.96 177 57.28 57.47 100.00
y Agree
(5)Strongl Total 308 99.68 100.00
133 43.04 43.04 100.00
y Agree Missing System 1 0.32
Total 309 100.00 100.00 Total 309 100.00
Ref. code: 25616002040407UOH

52
Cumulative
Percent
Valid (1)Strongl
10 3.2 3.2 3.2
y
(2) 8 2.59 2.60 5.84
Discount on (3) 43 13.92 13.96 19.81
subscription fees (4) 52 16.83 16.88 36.69
(5)Strongl
195 63.11 63.31 100.00
y Agree
Total 308 99.68 100.00
Total 309 100.00
Cumulative
Percent
Valid (1)Strongl
17 5.50 5.54 5.54
y
(2) 14 4.53 4.56 10.10
Selected free (3) 65 21.04 21.17 31.27
contents (4) 54 17.48 17.59 48.86
(5)Strongl
157 50.81 51.14 100.00
y Agree
Total 307 99.35 100.00
Total 309 100.00
Cumulative
Percent
Valid (2) 7 2.27 2.27 2.27
(3) 27 8.74 8.74 11.00
Convenient payment
(4) 41 13.27 13.27 24.27
channels
(5)Strongl
234 75.73 75.73 100.00
y Agree
Total 309 100.00 100.00
Cumulative
Percent
Valid (1)Strongl
1 .32 .32 .32
y
Customer service (2) 16 5.18 5.18 5.50
support (3) 38 12.30 12.30 17.80
(4) 57 18.45 18.45 36.25
(5)Strongl
197 63.75 63.75 100.00
y Agree
Total 309 100.00 100.00
Ref. code: 25616002040407UOH

53
Appendix F-3: Data summary of tangible and intangible factors that

influence each different segment
95% Confidence
Std.
N Mean Std. Error Lower Upper Minimum Maximum
Deviation
Bound Bound
1 102 3.62 1.33 0.13 3.36 3.88 1.00 5.00
Download to watch 2 125 4.08 1.15 0.10 3.88 4.28 1.00 5.00
offline 3 82 3.26 1.23 0.14 2.99 3.53 1.00 5.00
Total 309 3.71 1.27 0.07 3.57 3.85 1.00 5.00
1 102 4.50 0.75 0.07 4.35 4.65 1.00 5.00
Be able to stream 2 125 4.67 0.76 0.07 4.54 4.81 1.00 5.00
on multiple devices 3 82 4.12 0.92 0.10 3.92 4.32 1.00 5.00
Total 309 4.47 0.83 0.05 4.38 4.56 1.00 5.00
1 102 4.67 0.63 0.06 4.54 4.79 1.00 5.00
2 125 4.87 0.42 0.04 4.80 4.95 2.00 5.00
Resume function
3 81 4.68 0.54 0.06 4.56 4.80 3.00 5.00
Total 308 4.75 0.54 0.03 4.69 4.81 1.00 5.00
1 101 4.49 0.82 0.08 4.32 4.65 2.00 5.00
Classic/ old
2 125 4.50 0.89 0.08 4.35 4.66 1.00 5.00
Tangible contents that are
3 82 4.05 1.10 0.12 3.81 4.29 1.00 5.00
Factors not widely available
Total 308 4.38 0.95 0.05 4.27 4.48 1.00 5.00
1 102 4.66 0.62 0.06 4.53 4.78 1.00 5.00
Freshness of the 2 125 4.84 0.50 0.04 4.75 4.93 1.00 5.00
contents 3 82 4.43 0.89 0.10 4.23 4.62 1.00 5.00
Total 309 4.67 0.68 0.04 4.59 4.75 1.00 5.00
1 102 3.94 1.15 0.11 3.72 4.17 1.00 5.00
Original series/ 2 125 4.33 0.91 0.08 4.17 4.49 1.00 5.00
exclusive content 3 82 3.65 1.08 0.12 3.41 3.88 1.00 5.00
Total 309 4.02 1.07 0.06 3.90 4.14 1.00 5.00
1 102 4.39 1.15 0.11 4.17 4.62 1.00 5.00
2 125 4.84 0.46 0.04 4.76 4.92 3.00 5.00
Subtitle
3 82 4.61 0.77 0.08 4.44 4.78 1.00 5.00
Total 309 4.63 0.85 0.05 4.54 4.73 1.00 5.00
1 102 4.87 0.41 0.04 4.79 4.95 3.00 5.00
2 125 4.92 0.33 0.03 4.86 4.98 3.00 5.00
Original Soundtrack
3 82 4.72 0.59 0.07 4.59 4.85 3.00 5.00
Total 309 4.85 0.45 0.03 4.80 4.90 3.00 5.00
1 102 4.26 0.87 0.09 4.09 4.43 1.00 5.00
Monthly 2 125 4.37 0.80 0.07 4.23 4.51 2.00 5.00
Subscription fees 3 82 4.16 1.02 0.11 3.93 4.38 1.00 5.00
Total 309 4.28 0.89 0.05 4.18 4.38 1.00 5.00
1 101 4.02 1.29 0.13 3.77 4.27 1.00 5.00
2 125 4.31 0.93 0.08 4.15 4.48 1.00 5.00
Free trial period
3 82 4.28 1.00 0.11 4.06 4.50 1.00 5.00
Total 308 4.21 1.08 0.06 4.09 4.33 1.00 5.00
1 102 4.30 0.97 0.10 4.11 4.49 1.00 5.00
Discount on 2 125 4.36 1.07 0.10 4.17 4.55 1.00 5.00
subscription fees 3 81 4.37 1.03 0.11 4.14 4.60 1.00 5.00
Total 308 4.34 1.03 0.06 4.23 4.46 1.00 5.00
1 102 3.82 1.25 0.12 3.58 4.07 1.00 5.00
Selected free 2 123 4.23 1.16 0.10 4.02 4.43 1.00 5.00
contents 3 82 4.04 1.10 0.12 3.79 4.28 1.00 5.00
Inngible Total 307 4.04 1.19 0.07 3.91 4.18 1.00 5.00
Factors 1 102 4.71 0.59 0.06 4.59 4.82 3.00 5.00
Convenient 2 125 4.73 0.64 0.06 4.61 4.84 2.00 5.00
payment channels 3 82 4.37 0.96 0.11 4.15 4.58 2.00 5.00
Total 309 4.62 0.74 0.04 4.54 4.71 2.00 5.00
1 102 4.30 0.98 0.10 4.11 4.50 1.00 5.00
Customer service 2 125 4.54 0.79 0.07 4.40 4.68 2.00 5.00
support 3 82 4.32 0.99 0.11 4.10 4.54 2.00 5.00
Total 309 4.40 0.92 0.05 4.30 4.50 1.00 5.00
1 102 4.35 0.95 0.09 4.17 4.54 1.00 5.00
Content
2 125 4.49 0.80 0.07 4.35 4.63 2.00 5.00
suggestion/
3 82 4.07 0.77 0.08 3.90 4.24 2.00 5.00
personalization
Total 309 4.33 0.86 0.05 4.24 4.43 1.00 5.00
1 102 4.58 0.83 0.08 4.42 4.74 1.00 5.00
2 125 4.65 0.60 0.05 4.54 4.75 3.00 5.00
User interface
3 82 4.40 0.72 0.08 4.24 4.56 3.00 5.00
Total 309 4.56 0.72 0.04 4.48 4.64 1.00 5.00
Ref. code: 25616002040407UOH

54
Appendix F-4: The result of One-way ANOVA - Tangible and intangible factors that
influence each different segment (n=309)
Sum of Mean
Atributtes df F Sig.
Squares Square
Between
2.06 2.00 1.03 5.33 0.01
Groups
Original
Within
Soundtrack 59.09 306.00 0.19
Groups
Total 61.15 308.00
Between
2.97 2.00 1.49 5.26 0.01
Groups
Resume
Within
function 86.27 305.00 0.28
Tangible Groups
Factors Total 89.25 307.00
Between
8.48 2.00 4.24 9.69 0.00
Freshness Groups
of the Within
133.85 306.00 0.44
contents Groups
Total 142.33 308.00
Between
34.88 2.00 17.44 11.48 0.00
Download Groups
to watch Within
464.91 306.00 1.52
offline Groups
Total 499.79 308.00
Between
7.50 2.00 3.75 7.13 0.00
Convenient Groups
payment Within
160.95 306.00 0.53
channels Groups
Total 168.45 308.00
Between
3.04 2.00 1.52 3.00 0.05
Groups
User
Within
interface 155.10 306.00 0.51
Groups
Inngible Total 158.14 308.00
Factors Between
3.82 2.00 1.91 2.30 0.10
Customer Groups
service Within
254.42 306.00 0.83
support Groups
Total 258.24 308.00
Between
9.11 2.00 4.56 3.29 0.04
Selected Groups
free Within
421.34 304.00 1.39
contents Groups
Total 430.45 306.00
Ref. code: 25616002040407UOH

55
Appendix F-5: The summary of post hoc tests table - tangible and intangible factors that
influence purchasing behavior between three segments.
95% Confidence Interval

Mean
(I) Cluster (J) Cluster
Dependent Variable Difference Std. Error Sig.
by factor 8 by factor 8 Lower Upper
(I-J)
Bound Bound
1 fandom 2 victim -.04745 .06 .70 -.19 .09

3 innitiator .15304 .07 .05 .00 .31
2 1 .04745 .06 .70 -.09 .19
Original Soundtrack *
3 .20049 .06 .00 .05 .35
3 1 -.15304 .07 .05 -.31 .00
2 *
-.20049 .06 .00 -.35 -.05
*
1 2 -.20533 .07 .01 -.37 -.04
3 -.01235 .08 .99 -.20 .17
2 1 .20533* .07 .01 .04 .37
Resume function *
Tangible 3 .19299 .08 .03 .01 .37
factors 3 1 .01235 .08 .99 -.17 .20
2 *
-.19299 .08 .03 -.37 -.01
1 2 -.18314 .09 .10 -.39 .02
3 .23003 .10 .05 .00 .46
Freshness of the 2 1 .18314 .09 .10 -.02 .39
contents 3 *
.41317 .09 .00 .19 .63
3 1 -.23003 .10 .05 -.46 .00
*
2 -.41317 .09 .00 -.63 -.19
*
1 2 -.46235 .16 .01 -.85 -.08
3 .36155 .18 .12 -.07 .79
*
Download to watch 2 1 .46235 .16 .01 .08 .85
offline 3 *
.82390 .18 .00 .41 1.24
3 1 -.36155 .18 .12 -.79 .07
2 *
-.82390 .18 .00 -1.24 -.41
1 2 -.02212 .10 .97 -.25 .21
3 *
.34003 .11 .01 .09 .59
Convenient 2 1 .02212 .10 .97 -.21 .25
3 *
payment channels .36215 .10 .00 .12 .60
3 1 -.34003* .11 .01 -.59 -.09
*
2 -.36215 .10 .00 -.60 -.12
1 2 -.06957 .10 .74 -.29 .15
3 .17599 .11 .22 -.07 .42
User interface 2 1 .06957 .10 .74 -.15 .29
3 *
.24556 .10 .04 .01 .48
3 1 -.17599 .11 .22 -.42 .07
Intangible 2 *
-.24556 .10 .04 -.48 -.01
factors
1 2 -.23208 .12 .14 -.52 .05
3 -.01315 .14 1.00 -.33 .31
Customer service 2 1 .23208 .12 .14 -.05 .52
support 3 .21893 .13 .21 -.09 .52
3 1 .01315 .14 1.00 -.31 .33
2 -.21893 .13 .21 -.52 .09
1 2 *
-.40411 .16 .03 -.78 -.03
3 -.21306 .17 .44 -.62 .20
*
Selected free 2 1 .40411 .16 .03 .03 .78
contents 3 .19106 .17 .49 -.20 .59
3 1 .21306 .17 .44 -.20 .62
2 -.19106 .17 .49 -.59 .20
Ref. code: 25616002040407UOH

56
BIOGRAPHY
Name Miss Onpimon Chavalitcheevin

Date of Birth September 24, 1992
Educational Attainment 2013: Bachelor of Art with Honours in Fashion
Design, Birmingham City University,
Birmingham, UK
Work Experiences 2015-2018: Senior Campaign Manager,
Central Group Online (COL)
2013-2015: Visual Merchandiser,
Central Marketing Group (CMG)
Ref. code: 25616002040407UOH

Thai Millennials Purchase Behavior Towards Online TV Streaming Services: Iflix, Netflix, and Viu

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THAI MILLENNIALS PURCHASE BEHAVIOR

TOWARDS ONLINE TV STREAMING SERVICES:

MISS ONPIMON CHAVALITCHEEVIN

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

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MISS ONPIMON CHAVALITCHEEVIN

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

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Independent Study Title THAI MILLENNIALS PURCHASEBEHAVIOR

The online TV streaming service (OTSS) has been growing continuously in

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Keywords: Online TV streaming service, Thai millennial TV streamer, Netflix, Iflix,

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I would like to express my very great appreciation to everyone who has

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LIST OF TABLES (7)

LIST OF FIGURES (8)

LIST OF ABBREVIATIONS (8)

1.1 Background of the Study 1

CHAPTER 2 REVIEW OF LITERATURE 4

2.1 Definition of OTSS and Trends 4

CHAPTER 3 RESEARCH METHODOLOGY 11

3.1 Research methodology 11

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3.2 Sampling Plan 12

CHAPTER 4 RESULTS AND DISCUSSION 15

4.1 Key Finding from Primary Method – Qualitative Approach 15

CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 27

5.1 Research Summary 27

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APPENDIX A – Target respondent selection criteria 33

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4.10 The summary of post hoc Tests table – Identify different 23

4.11 Respondents’ behavior profile (n=309) 24

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OTSS Online TV streaming service

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1.1 Background of the Study

According to (Bhojwani, 2017), Asia Pacific is becoming the world’s largest

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1.2 Research Objective

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2. To identify important factors that influence Thai millennials’ purchasing

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2.1 Definition of OTSS and Trends

According to Rouse (2013), OTSS is an on-demand online entertainment

Figure 2.1: OTSS’s paying behavior (Fluent,2017)

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2.2 Market Expansion of Leading OTSS’s in Southeast Asia

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2.3 OTSS Providers in Thailand

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OTSS providers Iflix Netflix Viu

2.4 OTSS’s Key Success Factors in International Markets

To compete in the international landscape, many OTSS providers are trying to

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language productions in multiple countries, including Mexico, India, Brazil, and

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Despite having a wide selection of content adapted to the local market,

2.5 Reason for Signing Up.

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A summary of the literature review: (1) Research on OTSS’s in Thai

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