Attaining Competitive Advantage Through Innovation in the Danish SVOD Streaming Market

Abstract

This master thesis evaluates how companies in the subscription video on demand (SVOD) industry can attain a competitive advantage through product- and business model innovation. Within the context of the Danish SVOD market, this exploratory research study uses industry expert interviews, consumer interviews, as well as a consumer survey to triangulate areas of interest for innovation activity. This is achieved by developing a theoretical framework that combines the most salient challenges and opportunities for companies in the market with a thematic analysis of the collected primary data. Based on the resulting areas of interest, innovative solutions are developed which are then tested for their merit of providing a competitive advantage. The thesis has identified four concrete innovation concepts for streaming companies, one within business model innovation and three within product innovation. The former proposes the introduction of a supplementary ad-based revenue model while the latter three encompass the development of a limited social community, enhanced recommendation features, and platform gamification. These innovations have been identified to be able to provide a temporary competitive advantage, with company specific resources and capabilities required to sustain the competitive advantage.