Audience Consumption Patterns of Pay-television: the Case of Live Football Broadcasts in Kenya

Abstract

This study examines the complex terrain of pay-TV preferences, consumer behaviours, and the variables affecting these choices in the context of Kenya's shifting media consumption habits and rising interest in football. The study employs a mixed-methods approach that includes surveys and key informant interviews to gain thorough insights into the study. According to the research, Supersport on DSTv is Kenya's most popular live sports broadcaster because of its comprehensive coverage of sport, excellent broadcasts, accessibility, and emotional impact. Various factors, such as the quality of the viewing experience, cost, and personal preferences can influence pay-TV choices. The data also reveals dynamic changes in subscription behaviour, whether respondents stop, cut back on, or add internet streaming to their pay-TV subscriptions. The study's main concern is why there is a contradiction where pay-TV subscriptions are stagnating in the period studied, yet interest in football is rising. The study's goals include understanding preferred sports broadcasters, audience preferences while consuming sports broadcasts, and the causes of declining pay-TV subscriptions. The study approach includes methods for sampling, instruments for gathering data, and ethical issues. The gender distribution, age, education, income and employment status of respondents are highlighted through careful data analysis and presenting techniques. Sports viewing habits, particular sports broadcast preferences, and consumption behaviour are all explored. According to key informants, pay-TV companies need a variety of programming, high-quality viewing experiences, competitive prices, and flexibility to draw in and keep users. The study's conclusion emphasizes the significance of adjusting to shifting customer tastes and behaviours in the dynamic media environment.