Drivers of Customers Advocacy in Support of Subscription-based Digital Entertainment Services (NETFLIX)

Subscription business models are increasingly gaining attention in recent year, especially entertainment services such as music subscription, streaming TV/movies and video games. One of the service platform that comes to mind is Netflix, a subscription-based service. Video on demand currently competing each other quite aggresively where these provider by providing different series exclusively only available their or with versatile pricing package hope attract new subscribers while retaining it’s existing subscribers. This call for strategy Netflix maintain position competition. research examines relationship between customer empowerment values advocacy relation digital consumption. A quantitative approach was employed conducting survey 110 user Indonesia. Data collected subsequently analyzed using partial least squares structural equation modeling (PLS-SEM) order test formulated hypothesis. The resulted an understanding value-for-choice, value-for-knowledge value-for-involvement significant predictors platform. findings suggest Customer primarily influenced level product choice convenience also reliable information privacy security constitute important elements providers deliver promote behavior from customers