Motivasi Milenial Menonton Layanan Streaming

Abstract

Ponsel cerdas semakin banyak digunakan untuk menonton subscription video-on-demand. Tingkat adopsi aktivitas ini pun sangat tinggi di kalangan kaum milenial di Indonesia. Ini memunculkan pertanyaan mengapa khalayak semakin terbiasa menonton SVOD di ponsel cerdas meski memiliki keterbatasan audiovisual dibandingkan televisi, laptop atau komputer. Penelitian ini bertujuan melihat apa kebutuhan-kebutuhan spesifik yang terpenuhi ketika khalayak mengonsumsi konten subscription video-on-demand (SVOD) melalui ponsel cerdas. Berlandaskan teori uses and gratifications, penelitian menggunakan pendekatan kualitatif dan strategi grounded theory. Berdasarkan wawancara dengan enam informan, ditemukan bahwa khalayak memiliki tipologi kebutuhan yakni informasi, mengisi waktu, pengalaman terkustomisasi dan media displacement. Muncul tipologi yang mengalami ekspansi yakni hiburan hedonistik/eudaimonik, pindah waktu/tempat, kenyamanan/relaksasi, dan pengalihan/pengalaman imersif. Sementara muncul tipologi yang belum ditemukan dalam penelitian sebelumnya, yaitu menonton maraton. Direkomendasikan untuk mengoperasionaliasikan tipologi-tipologi yang ditemukan secara kuantittif untuk penelitian selanjutnya. Smartphones are increasingly used to access videos, including subscription video-on-demand services. This is especially true among millennials, who are the primary adopters. This raises the question of why millennials watch SVOD through their smartphones when other wide-screened devices offer better audiovisual quality. This research aims to reveal the motivations satisfied by using uses and gratification theory through qualitative approach and grounded theory strategy. Based on in-depth interviews of six informants, we found classical UG typologies, namely Information and Passing Time, and typologies recurring in new media research, which are customized experienced and media displacement. The study also produced expanded typologies, including hedonistic/eudaimonic entertainment, time/place-shifting, comfort/relaxation, and diversion/immersive experience. Lastly, binge-watching was discovered to be an emergent typology. As this research analyzes data from one informant, the results cannot be generalized. Operationalizing these typologies by using a quantitative approach is recommended for future research.

Keywords

• layanan streaming
• motivasi
• motivation
• ponsel cerdas
• smartphones
• subscription video-on-demand
• tipologi
• typologies
• uses & gratifications