Exploring multi-homing behavior: user perceptions of subscribing to multiple streaming platforms

Abstract

Multi-homing refers to using two or more technologies that satisfy similar needs. In recent years, this specific behavior can be observed in the context of Streaming Video on Demand (SVoD) platforms, such as Netflix, Prime Video, and Hulu. However, subscription to multiple streaming services has been understudied in literature. To address this gap, this research explores users’ perceptions of multi-homing in this context. A qualitative methodology was utilized because this topic's novelty is the SVoD arena. The data was collected through semi-structured interviews with people subscribed to multiple platforms. The results showed five factors that influence this behavior positively and negatively. Multi-homing was promoted when users perceived more complementarity between platforms. Contrarily, the overload from a large amount of content leads to possible abandonment. In addition, users avoided subscribing to more services when they anticipated feeling guilty about not using them enough. Also, the variety of content provided by multi-homing was particularly beneficial for people sharing their subscriptions with family, friends, or partners. Lastly, the need to be up to date with popular movies and series, and be able to talk about them with others, was a motivator for this behavior. At the end of the article, practical and theoretical implications are discussed.