Individualisation and neoliberalism are concepts linked to the use of VOD services, as both emphasise the customisation of services to individual preferences and needs. The implementation of VOD services allows users to choose their own content and create their own viewing schedule, independent of location and device. In this master thesis, I tried to determine how users of VOD services experience the individualisation of media consumption by using academic literature and conducting in-depth interviews. My focus was on the interviewees perception of individualisation, their attitudes towards freedom of choice, control and transfer of responsibility and work on users. I conducted 10 in-depth interviews with VOD users and interpreted the results with the help of academic literature. I found that VOD viewing practices have become highly individualised and tailored to viewers compared to traditional viewing modes, which also entails a greater responsibility for their viewing experience. VOD users value freedom of choice and the possibility of designing a viewing experience tailored to their preferences and lifestyle. Using VOD services gives them a sense of control over their viewing experience, although sometimes concerns are raised about the mechanisms that allow VOD creators to control users' behaviour and tailor content to their preferences. VOD users play an active role in their usage, often relying on algorithms and recommendations from others to avoid the hassle of searching for content. While they appreciate the variety on offer, it can be overwhelming, leading to frustration, boredom and a poorer viewing experience.
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