Switching Behavior Generation Y from Television to YouTube
Zhaniar Rossalia, Badri Munir Sukoco, Zuyyinna Choirunnisa

Universitas Airlangga

Abstract

Conventional media such as television are beginning to be abandoned slowly. Many people have now switched watching television or listening to radio through conventional devices and streaming services like Netflix, Hulu, mobile devices, and web services such as YouTube. This study was conducted to understand the reason why Y generation in Surabaya was switching from conventional television to YouTube. This study used qualitative method that uses in-depth interviews by asking some questions as data techniques, using coding, and triangulator. This study involves informants as many as 32 people with 2 people as a triangulator. The results show that Y generation has rarely spent time watching conventional television and would rather spend time watching YouTube. There are three factors that cause the Y generation to move from television to YouTube, namely the existence of push factors, pull factors, and mooring factors. Push factors includes the dissatisfaction of television services, distrust, and unpractical services. Pull factor such as quality, trust, and practical provided by YouTube. And mooring factor are switching cost and variety seeking. Although generation Y says theyve rarely watched television and prefer watching YouTube, but television is not really abandoned by them. Some television programs such as news and sports broadcasting still make television the main choice of generation Y to watch the programs.

Keywords: Y generation, TV, YouTube, switching behavior, push factor, pull factor, mooring factor.

Topic: Marketing Management