Technological affordances of video streaming platforms: Why people prefer video streaming platforms over television

Abstract

This article investigates to what extent technological affordances are associated with people's preference for video streaming platforms over traditional television services. Such affordances refer to properties of these platforms (including personalized recommendations and easy-to-navigate interfaces) that provoke certain uses of the technology and satisfy social and psychological needs. Based on a quantitative study of 25-50-year-olds in Belgium (N = 596) and a hierarchical regression analysis, the study builds further on the conceptualization of technological affordances as presented in the MAIN model, which suggests that four affordances (Modality, Agency, Interactivity and Navigability) are central to digital media technology. As such, the study presents an affordance-based measure of video streaming platforms, and helps to understand how video streaming technology shapes new patterns of audiovisual consumption and enhances the viewing experience beyond that of traditional television. Whereas most research attention has focused on user-oriented gratifications of video streaming platforms, this study addresses a gap in the literature by dealing with platform-oriented gratifications of video streaming platforms.