Audience Consumption Patterns of Pay-television: the Case of Live Football Broadcasts in Kenya
Abstract
This study examines the complex terrain of pay-TV preferences, consumer behaviours, and
the variables affecting these choices in the context of Kenya's shifting media consumption
habits and rising interest in football. The study employs a mixed-methods approach that
includes surveys and key informant interviews to gain thorough insights into the study.
According to the research, Supersport on DSTv is Kenya's most popular live sports
broadcaster because of its comprehensive coverage of sport, excellent broadcasts,
accessibility, and emotional impact. Various factors, such as the quality of the viewing
experience, cost, and personal preferences can influence pay-TV choices. The data also
reveals dynamic changes in subscription behaviour, whether respondents stop, cut back on, or
add internet streaming to their pay-TV subscriptions. The study's main concern is why there
is a contradiction where pay-TV subscriptions are stagnating in the period studied, yet
interest in football is rising. The study's goals include understanding preferred sports
broadcasters, audience preferences while consuming sports broadcasts, and the causes of
declining pay-TV subscriptions. The study approach includes methods for sampling,
instruments for gathering data, and ethical issues. The gender distribution, age, education,
income and employment status of respondents are highlighted through careful data analysis
and presenting techniques. Sports viewing habits, particular sports broadcast preferences, and
consumption behaviour are all explored. According to key informants, pay-TV companies
need a variety of programming, high-quality viewing experiences, competitive prices, and
flexibility to draw in and keep users. The study's conclusion emphasizes the significance of
adjusting to shifting customer tastes and behaviours in the dynamic media environment.
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
- Faculty of Arts [979]
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