Why are Subscription Services like Netflix More Popular than Traditional Cable TV?

Abstract: The dramatic and ambitious ascendance of subscription-based streaming platforms such as Netflix, Amazon Prime, and Disney+ has crashed down the traditional cable television setup radically and revolutionized the world and life cycle of the global entertainment industry. Analyzing 115 data derived from respondents aged 18-35 based on statistical methods by which the critical factors anticipated to influence these developments affects the utilization of a page that includes interactivity, personalized recommendations, cost-benefit, variety of contents, and technological convenience aspects. It could be noticed that with the influence of interactivity and personalized recommendation (β =.451), followed closely by variety of content (β =.301), consumption of a page would significantly increase. It also reveals how flexible, on-demand viewing and affordability define habits of viewers during this time frame of pandemic period, which has fast-tracked their use of streaming. Regional variances in the likes and disslikes have given clues of the most appreciated use of media services in China while demanding high-definition content instead of personalized recommendation in Korea. The report provides insights that can be exploited directly by rightsholders in the entertainment and media industry to launch television innovation and competitiveness in this ongoing digital-first frame in due course. Keywords: Content Variety, Flexibility, Convenience, Cost-Effectiveness, Personalization and Interactivity, Pandemic Effect