Roles of genre
There is a kind of outdated image of traditional television among people: people do not find it up-to-date based on perceptions and opinions, they do not feel that tv offers enough quality content. Thus, television seems to be burdened with the “compulsion” of performance and self-realization in the 21st century, with the growing consciousness of some viewers in the field of life management. The function of the former triple as information-entertainment-knowledge is under strong attack: internet is the number one source of knowledge nowadays, while our entertainment is provided by many other platforms, streaming channels, free video sharing, etc. The social nature of television is also disappearing: as the number of content channels has increased and the number of screens that can display them within a household, the common program choice has disappeared, and individual content consumption is now typical even among empty nester couples.
The role and importance of television is thus changing, but it is still an unavoidable platform: 70% enjoy TV every day, and another 30% enjoy it at least once a week. Video sharing platforms have similar weekly access, while every second person accesses video content on SVOD services on a weekly basis.
The question arises, on what basis do people decide between different platforms, what does the choice depend on? When do they choose one or the other?
