Processo de decisão de compra dos consumidores de serviços de TV por internet: um estudo comparativo do caso Netflix no Brasil e Estados Unidos

Abstract

This paper aimed to understand the behavior of consumers regarding streaming services offered by Netflix in Brazil and the United States, using the model of the purchase decision process proposed by Blackwell, Miniard, and Engel (2011). To achieve the objectives, qualitative and descriptive research was conducted based on bibliographic sources, secondary data, and analysis of 61 in-depth interviews with Netflix subscribers (38 in Brazil and 23 in the United States). For the analysis, we opted for the technique of content analysis by category, comparing both countries. The results showed that there are differences between the behavior of consumers in the USA and Brazil, mainly in the consumption stage, regarding the way users use the service and regarding the availability of differentiated titles. The marketing strategies used by Netflix to compete in the TV, movie, and series entertainment market focus on the way content is made available, the price, and the practicality it offers.