Interactivity in online video platforms: perceptions and preferences of Generation Z in the Community of Madrid. The case of YouTube and Twitch
Keywords:
Platform, online video, interactivity, YouTube, Twitch, Generation ZAbstract
The general hypothesis of this doctoral thesis is that young people from Generation Z prefer to consume audiovisual content online due to the interactive options that video platforms offer them. To verify or refute this hypothesis, the general objective of the thesis is to analyze the perceptions and preferences of Generation Z for the different interactive possibilities offered by video technology. Regarding the methodological design, triangulation has been chosen to integrate both a qualitative and quantitative approach. Survey techniques, content analysis and discussion groups have been used. The results obtained show that the interactive possibilities are one of the main reasons why Generation Z chooses to consume audiovisual content online, but not the only one. On the other hand, it is verified that these young people consume mostly passively when viewing audiovisual content.
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Copyright (c) 2024 María Navarro Robles
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