Digital Entertainment Experience of Movie Streaming and The Adaptation to The Film Business in Thailand

Abstract

This research aimed to study the viewers behavior, viewing pattern and value factors that contribute to digital entertainment experience among streaming movie viewers and study trends and adaptations of the film business in Thailand that change in the context of movie streaming. The research was conducted with mixed research model (mixed - methods research) with 2 types of research: quantitative research. Using a survey method and data collection through questionnaires and qualitative research through focus group interviews and in-depth interviews.

The research findings show that movie streaming technology causing convergence media that is disruptive technology influence the viewers behavior and pattern of the viewers, resulted in the tendency to watch movies more frequently, individual viewing, with less concentration. They also gain more power audience. According to quantitative data collection, the value factors that affect the digital entertainment experience among streaming movie viewers are: 1) Freedom 2) Flexibility 3) Continuity 4) Diversity 5) Usability 6) Instant Gratification 7) Enjoyment 8) Personalization and 9) Social Influence.

As for trends and adaptations of the film business in Thailand that change in the context of movie streaming., the changes include: 1) Business Film Convergence in production, distribution and platforms causing new supply-chain in the film business, 2) Accelerated Windowing 3) New trends for movies on streaming platforms including fast-paced storytelling, expanding boundaries, specific target groups, creating local stories that are globalize, and serialization of movie premises.