Integrating discoverability and prominence in video-on-demand consumption choices. A qualitative user study in Belgium

Abstract

As video-on-demand services have taken a central position in audiovisual distribution in European markets, over-the-top viewing has become increasingly popular. This shift has heavily impacted consumption patterns and exposure diversity, as they are reshaped by non-linear distribution and technological affordances. This article aims to integrate debates on discoverability and prominence within wider research on video-on-demand consumption. It does so by widening the existing focus on the strategies deployed by video-on-demand services to capture users' contexts and actions in the consumption decision-making process. The framework is based on exploratory qualitative research conducted in Belgium through a diary study and in-depth interviews and can contribute to future audience research on video-on-demand consumption choices. We find that users discover and choose audiovisual content to consume on demand through a combination of formal and informal factors. These are grouped into four thematic categories, namely technological affordances, perceived offering, external 'nudges', and process.