Analysis of Mapping the Position of Paid Video Streaming Services in Indonesia Based on the Perception of Monetary, Emotional, and Social Value
Keywords:
SVOD, Monetary Value, Emotional Value, Social Value, Multidimensional Scaling, PREFSCALAbstract
The development of Subscription Video on Demand (SVOD) services in Indonesia has shown significant growth amid intense brand competition. This study aims to map consumer perceptions of SVOD services based on monetary, emotional, and social values. Employing a quantitative descriptive-exploratory approach with a cross-sectional design, data were collected through a survey method using an online Likert-scale questionnaire. The final sample consisted of 144 respondents experienced in accessing Netflix, Disney+, and Vidio. Data were analyzed using Multidimensional Scaling with the PREFSCAL algorithm to map the perceptual structure among services based on the identified value attributes. These findings indicate that emotional value is the most dominant factor in shaping consumer perceptions of SVOD services. Netflix is most strongly associated with emotional value, reflecting a strong affective experience. Vidio is more closely associated with monetary value, indicating sensitivity to price and affordability considerations, while Disney+ occupies a relatively neutral position without a strong association to any specific value. Social value does not show a strong contribution in shaping perceptions across the three services. These findings highlight that emotional experience is the key factor of SVOD service perception in Indonesia. Therefore, providers should prioritize enhancing user experience quality to strengthen competitive positioning.
References
Antariksa, Y. (2025). Streaming War between Netflix vs Disney vs Amazon Prime. Strategy + Management.
Azzahro, F., Ghibran, J. V., & Handayani, P. W. (2020). Customer Satisfaction and Willingness to Pay OnDemand Entertainment Streaming Service: The Role of Service Quality and Perceived Values. 2020 International Conference on Information Technology Systems and Innovation, ICITSI 2020 - Proceedings, 179–184. https://doi.org/10.1109/ICITSI50517.2020.9264953
Chakraborty, D., Siddiqui, M., Siddiqui, A., Paul, J., Dash, G., & Mas, F. D. (2023). Watching is valuable: Consumer views – Content consumption on OTT platforms. Journal of Retailing and Consumer Services, 70(July 2022), 103148. https://doi.org/10.1016/j.jretconser.2022.103148
Chandler, D. (1997). An Introduction to Genre Theory. https://Www.Aber.Ac.Uk/Media/Documents/Intgenre/Chandler_genre_theory.Pdf, 11, 1–15. papers2://publication/uuid/84DD8640-73B4-4264-A37E-52AE23DED1D8
Chang, P.-C., & Chang, H.-Y. (2020). Exploring the Factors Influencing Continuance Usage of Over-the-Top Services. International Journal of Technology and Human Interaction, 16(4), 118–138. https://doi.org/10.4018/IJTHI.2020100108
CXOMedia.id. (2024). Why is Netflix the Top Choice in the Midst of OTT Trends in Indonesia? CXO Media. https://www.cxomedia.id/business-and-career/20240625131641-61-180535/mengapa-netflix-menjadi-pilihan-utama-di-tengah-tren-ott-di-indonesia#:~:text=Netflix As Indonesia's OTT Choice, and does not violate copyright.
Deloitte. (2025). 2025 Digital Media Trends: Social platforms are becoming a dominant force in media and entertainment. Deloitte Insights. https://www.deloitte.com/us/en/insights/industry/technology/digital-media-trends-consumption-habits-survey/2025.html
Disney+. (2025). Disney+ Indonesia Subscription Package. Disney+. https://redeem.apps.disneyplus.com/id/paywall
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2013). Multivariate Data Analysis: Pearson New International Edition PDF eBook (7th ed.). Pearson Education. https://books.google.co.id/books?id=oLCpBwAAQBAJ
Jamaludin, F. (2025). Vidio Managed to Maintain the #1 OTT Position in Q4 2024. Merdeka.Com. https://www.merdeka.com/teknologi/vidio-berhasil-mempertahankan-posisi-ott-1-di-q4-2024-325469-mvk.html
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and Gratifications Research. The Public Opinion Quarterly, 37(4), 509–523. http://www.jstor.org/stable/2747854
Kim, J., & Lee, C. (2023). The Return of the King: The Importance of Killer Content in a Competitive OTT Market. Journal of Theoretical and Applied Electronic Commerce Research, 18(2), 976–994. https://doi.org/10.3390/jtaer18020050
Kotler, P., & Armstrong, G. M. (2017). Principles of Marketing. Pearson Higher Education.
Kusumanto, D. (2025). Indonesia Becomes the Largest Market for Online Streaming Services in Southeast Asia. Kaori Nusantara. https://www.kaorinusantara.or.id/newsline/222384/indonesia-jadi-pasar-terbesar-layanan-streaming-online-di-asia-tenggara
Lu, J., Liu, X., & Cheng, Y. (2019). Cultural Proximity and Genre Proximity: How Do Chinese Viewers Enjoy American and Korean TV Dramas? SAGE Open, 9(1). https://doi.org/10.1177/2158244018825027
Malhotra, N. K. (2020). Marketing Research: An Applied Orientation (6th Edition). Pearson Education Limited.
Mangunsong, E. P., & Sobari, N. (2024). The Role of Habit and Perceived Usefulness on the Continuance Intention of Subscription Video on Demand Services in Indonesia. Eduvest - Journal of Universal Studies, 4(8), 6795–6806. https://doi.org/10.59188/eduvest.v4i8.1704
Mason, M. C., Oduro, S., Umar, R. M., & Zamparo, G. (2023). Effect of consumption values on consumer behavior: a Meta-analysis. Marketing Intelligence & Planning, 41(7), 923–944. https://doi.org/10.1108/MIP-03-2023-0100
Matta, H., Kumar, A., & Chawla, P. (2026). Youngsters' Perceptions of OTT Multidimensional Scaling ( MDS ) Study Platforms : An. Journal of Marketing & Social Research, 03(01), 55–58. https://doi.org/doi.org/10.61336/jmsr/26-01-08
Mohanty, A., Mudgal, A., & Ganguli, S. (2023). Mapping movie genre evolution (1994 – 2019) using the role of cultural and temporal shifts: a thematic analysis. F1000Research, 12, 1–29. https://doi.org/10.12688/f1000research.127008.2
Natalie, J. (2023). Original Programming Characteristics That Cause Subscription Video on Demand (SVoD) Subscription Behavior in Indonesia. Return: Study of Management, Economics and Business, 2(9), 940–952. https://doi.org/10.57096/return.v2i9.152
Netflix. (2025). Netflix Indonesia Subscription Package. Netflix. https://www.netflix.com/signup?
Oyedele, A., & Simpson, P. M. (2018). Streaming apps: What consumers value. Journal of Retailing and Consumer Services, 41, 296–304. https://doi.org/10.1016/j.jretconser.2017.04.006
Palomba, A. (2021a). Do SVOD product attribute trade-offs predict SVOD subscriptions and SVOD account access ? Using utility constant sums to predict SVOD subscriptions and SVOD account access. International Journal on Media Management, 22(3–4), 168–190. https://doi.org/10.1080/14241277.2021.1920023
Palomba, A. (2021b). How consumers' personalities, lifestyles and demographics predict SVOD genre and SVOD platform consumption. Journal of Contemporary Marketing Science, 4(3), 362–384. https://doi.org/10.1108/JCMARS-06-2021-0020
Polisetty, A., Sowmya, G., & Pahari, S. (2023). Streaming towards innovation: Understanding consumer adoption of OTT services through IRT and TAM. Cogent Business and Management, 10(3). https://doi.org/10.1080/23311975.2023.2283917
Riantrisnanto, R. (2025). Vidio Maintains the Number 1 OTT Position in Indonesia in Q4 2024. Liputan6.Com. https://www.liputan6.com/showbiz/read/5934748/vidio-pertahankan-posisi-ott-nomor-1-di-indonesia-pada-q4-2024?page=2
Sabrina, H. L., Johannes, Junaidi, & Lubis, T. A. (2025). Exploring gen z loyalty in SVOD platforms: An integrated S-O-R and PAD theory perspective. Multidisciplinary Science Journal, 8(1), 2026077. https://doi.org/10.31893/multiscience.2026077
Sanjeev. (2024). Indonesia OTT Platform Market Outlook to 2030. Ken Research. https://www.kenresearch.com/industry-reports/indonesia-ott-platform-market
Shang, Y., Jiang, J., Zhang, Y., Zhang, R., & Liu, P. (2024). When does a freemium business model lead to high performance? — A qualitative comparative analysis based on fuzzy Sets. Heliyon, 10(3), e25149. https://doi.org/10.1016/j.heliyon.2024.e25149
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values: Discovery service for air force Institute of Technology. Journal of Business Research, 22(2), 159–170. https://doi.org/10.1016/0148-2963(91)90050-8
Sijamto, Y. (2025). Indonesia is the number 1 country in the world, and the most people in the world subscribe to Netflix Cs. CNBC Indonesia. https://www.cnbcindonesia.com/tech/20250617124959-37-641665/indonesia-negara-nomor-1-warga-ri-paling-banyak-langganan-netflix-cs
Snyman, J. H., & Gilliard, D. J. (2025). The Streaming TV Industry: Churn Rates, Subscriber Characteristics & Streaming Strategies. Journal of Strategic Innovation and Sustainability, 20(3). https://doi.org/10.33423/jsis.v20i3.7810
Stryker, S., & Burke, P. J. (2000). The past, present, and future of an identity theory. Social Psychology Quarterly, 63(4), 284–297. https://doi.org/10.2307/2695840
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Zeithaml, V. A. (1988). Antithymocyte globulin reacts with many normal human cell types. Blood, 62(5), 1047–1054. https://doi.org/10.1182/blood.v62.5.1047.1047
