Video on Demand (VoD) platforms are experiencing rapid popularity, but user adoption rates in Indonesia remain low.Despite the growing user base in Indonesia, this delay indicates that there is untapped market potential.Therefore, the main objective of this research is to gain a deep understanding of user preferences in selecting Video on Demand (VoD) streaming platform services in Indonesia.Additionally, this study aims to evaluate the factors influencing users' decisions in using VoD services, such as content quality, price, ease of use, and other variables.This research uses conjoint analysis to analyze preferences for key VoD service attributes among 412 Indonesian consumers.The attributes analyzed are content type, video quality, subtitles, payment model, and ease of use.The results show that subscription payment, film genre, Full HD quality, regional subtitles, and intuitive interface are the most preferred.These findings imply that platforms capable of offering outstanding streaming quality and flexibility with reasonable subscription rates can successfully attract user preferences in this market.By aligning services with preferred attributes such as film content and intuitive navigation, VoD providers can increase interest among Indonesian consumers.
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Aulia et al. (2024) studied this question.
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