The Older Generation as the Promising Audience for Video Streaming Services: Communication Features

Student: Egorova Olga

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2021

Abstract This research paper identifies the communication barriers of older people as potential users of streaming video services. The research paper gives a detailed picture of Russian older people as media consumers, reveals their attitude to online movie theaters, and identifies the barriers why people without a technological barrier, fans of movies and TV series, which are a promising audience, are not users of online movie theaters. Researchers set out to identify communication traits and barriers, so this paper looks at seniors ages 65-85 without a technological barrier. Also, this paper provides valuable practical recommendations for online movie theaters to attract a prospective audience of seniors to streaming video services. Keywords: Older Generation, Online Cinemas, Video on Demand, Barriers in Digital, Behavioral Insights

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