The Diffusion of Innovation (DOI) literature and the Uses-and-Gratifications approach (UGA) meet in the people’s beliefs and expectations. In a survey study, we explored the users’ and non-users’ beliefs about streaming television (SVoD). The survey about *Netflix*, *Amazon Prime Video*, and *Disney+* revealed substantial differences in the mental representations of users and non-users. Nonetheless, the aspects that support the decision to adopt streaming television, or to cancel a subscription, are very similar. While there are relevant beliefs beyond traditional gratifications, its most influential aspect is still anticipated entertainment gratification. ## Sample ## Non-representative sample (Germany) from 2021 (during the Covid-19 pandemia) that balanced SVoD users and non-users, applying conservative weighting based on demographic variables (see variable `media$weight2`) to allow for valid comparison of users and non-users. ## Measures ## ### Group Variables ### - Service provider (`angebot`, *Netflix*, *Amazon Prime Video* or *Disney+*) - Usage of SVoD (`nutzung`, binary) - Demographic cell for weighting (`cell`) ### Beliefs about SVoD ### - Expected Gratifications (`K120*`, 8 items) - Exclusive Content (`KC01*`, 4 items) - Attractive Content (`KE01`, 6 items) - Content Quality Persistence(`KH07`, 5 items) - Pricing (`KF06*`, one per service brand) - Pricing Relative to Income (`KF19*`, 3 items) - Value for Money (`KF04*`, 3 items) - Navigability (`KD03*`, 6 items) - Portability, Flexibility (`KJ04*`, 6 items) - Ethical Considerations (`K401*`, 7 items) - Privacy Considerations (`K901*`, 3 items) - Anticipated Peers' Usage (`KG04*`, one per service brand plus SVoD in general) - Anticipated Target Group (`KM0*`, age and education) ### Dependent Variables ### - Willingness to subscribe to a SVoD provider (`KB0*`, 15 items) - Willingness to cancel a SVoD subscription (`K70*`, 15 items) ### Additional variables ### - Age, Gender, Formal Education, Income, Job Status, Household Setting - Open-ended responses on the sources of the beliefs (`H502*`) - Anticipated Relevance of the Beliefs ## R DataFrame ## The file `final.RData` contains three objects. - `media` - The dataset as described my the measures above (N=536, `data.frame`) - `mediaDesc` - Descriptions for `media` variables (`List`) - `mediaH502` - Encoded open-ended responses (`data.frame`, based on `media.H502x01` to `media.H502x08`, multiple entries per `CASE`) ### Publication ### A publication on this dataset is about to appear in SCM (open access). Leiner, Dominik J.; Lechner, Maximilian; Fröbel, Luisa & Gonzalo, Isabell. (2024). Expanding on Non-Users’ Beliefs about Streaming Television: Reasons for SVoD Adoption and Continued Use. *Studies in Communication | Media (SCM)*, *13*(3), 261–291. https://doi.org/10.5771/2192-4007-2024-3-261 The [appendix][1] is available here. [1]: https://osf.io/t9nke/wiki/Appendix%201:%20Measures/