Vliv streamingových platforem na změny spotřebitelského chování diváků televize se zaměřením na motivace, bariéry a preference uživatelů platformy prima+

This thesis examines changes in viewers’ media behavior in connection with the development of streaming platforms. Its aim is to understand users’ motivations, barriers, and preferences and, based on these findings, to propose communication recommendations for the prima+ platform. The theoretical section focuses on media behavior and the development of the audiovisual market, while the practical section is based on a combination of secondary data from MML-TGI research and primary research conducted via a questionnaire survey and structured interviews. Based on these findings, a communication strategy was proposed for the prima+ platform, and recommendations were formulated for its further development. The findings of this study can serve as a basis for more effective marketing communications for streaming services and for strategic decision-making in the media market.