BEHAVIOR OF THE MILLENNIAL AND CENTENNIAL CONSUMER IN THE CONSUMPTION OF STREAMING PLATFORMS IN THE CITY OF SALTILLO AT THE BEGINNING OF 2023

Abstract

This work makes an analysis of the consumer behavior among young people belonging to the millennial and centennial generations to streaming platforms, evaluating their level of popularity in the market, analyzing aspects such as basic knowledge of what a streaming platform is, the creation of these platforms as well as the impact of the exponential growth of these digital platforms in recent years due to global problems such as the COVID 19 pandemic, which was a factor that promoted the development and planning of entertainment content to be more attractive among the users in these platforms before the existing variability of competition in the market doing this initial exploratory investigation for the original audience of Saltillo Coahuila.

The investigation is of an exploratory nature, 55 surveys were obtained, in an initial phase of the investigation of which responses were obtained with a response rate of 95%.
For this, an exploratory investigation was used by digital sources, carrying out a survey aimed at our public and with contingency tables where the highlights of the survey are shown.