Vnímání značek filmových streamovacích platforem mladou generací

The thesis focuses on Generation Z's brand perception of movie streaming platforms. The aim of the thesis is to find out why the younger generation between the ages of 12 and 27 use or do not use movie streaming platforms and how they perceive the main brands in this industry Netflix, Disney+ and MAX. The theoretical part defines the key elements for this topic as marketing communication, brand or Generation Z and their consumption behaviour. The practical part includes the introduction of the brands Netflix, Disney+, MAX and then the actual marketing research which was in the form of individual in-depth interviews. In the final stage, the thesis contains the results and recommendations for each brand studied. The qualitative research reveals the dominance of the Netflix brand in the market and the poor perception of the MAX brand by the young generation who perceive it as a platform for the old.