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ORIGINAL PROGRAMMING CHARACTERISTICS THAT CAUSE SUBSCRIPTION

VIDEO ON DEMAND (SVOD) SUBSCRIPTION BEHAVIOR IN INDONESIA

Josephine Natalie

Master of Technology Management, Multimedia Nusantara University, Banten, Indonesia

josephine.natalie96@gmail.com

ABSTRACT

This study aims to explore the characteristics of original content that can trigger Subscription

Video on Demand (SVoD) subscriptions in Indonesia, identify factors that influence the

desire to subscribe or unsubscribe from SVoD, and analyze factors that have no effect on the

desire to subscribe to SVoD in Indonesia. This study adopted a grounded theory approach

and involved 16 informants from Indonesia as research samples. The results showed that the

main characteristics of original content that can increase subscription intent or trigger SVoD

subscriptions include country of origin, type of impression, genre, feelings evoked, stories

that are close to the audience's life, provide insight or knowledge, and quality. Conversely,

shows whose content is limited to a region, has story content that is too heavy, spoilers that

have been widely circulated, open endings, and an incomplete catalog of SVoD content are

characteristics that are not able to trigger someone to subscribe to SVoD. In addition, the

original language in the original content produced and the popularity of impressions on the

internet also did not have a significant effect in triggering SVoD subscriptions. Other external

strategies and factors that can prevent SVoD subscription cancellations and increase SVoD

subscriber numbers involve promoting compelling original content synopses, increasing

review activities and public relations marketing activities when releasing new original content

in exchange for recommendations, and increasing indirect anti-piracy campaigns. This study

provides valuable insights on how to increase SVoD subscriptions through the characteristics

of original content and external factors influencing subscription behavior in Indonesia.

Keywords: Original programming; Characteristics; SVoD (Subscription Video on Demand);

Subscription behavior

INTRODUCTION

After experiencing a surge in interest during the Covid-19 pandemic, the Subscription

Video on Demand or SVoD business is now starting to decline. This decline was experienced

by several well-known SVoD brands in the world (Casale, 2022). In Indonesia, the surge in

SVoD enthusiasts began to decrease as community activities returned to normal. According to

Chairman of the Indonesian Technology Startup Association (Atsindo) Handito Joewono, the

current state of SVoD customers has experienced saturation in accordance with the growth of

optical networks and the stretching of work from home policies. The policy of working and

studying at home has now been reduced, causing people's leisure time to be reduced (Bisnis

Tekno, 2021). The decrease in the number of subscribers is also influenced by sharing accounts,

which are one account that can be used by many people (Mahardika, 2022). Another factor that

causes the reduction of SVoD brand users is the intense competition. Currently, not only Netflix

and Disney+ dominate the market in Indonesia, but also VIU, iQiyi, and even local SVoD such

as Vidio (Rio, 2021). Competition doesn't just happen between SVoD brands. One of the

viewing services that can replace SVoD is cinema (Vary et al., 2020; Viu, 2022).

One of the factors that influence a person's interest in subscribing to a particular SVoD is

the original programming issued by the company. Every company in the SVoD industry

releases original programming as a way to retain and acquire new customers. This original

programming is original content belonging to each brand that is worked on and released by the

company itself (Baron, 2022). Original programming is one of the main strategies and is central

to the success of SVoD brands in competition, and can help drive customer growth because

original programming is unique and niche content (Parrot Analytics, 2020).

Original Programming Characteristics That Cause Subscription Video on Demand (SVod) Subscription

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After the pandemic era, there was a decline in the number of SVoD subscribers. In fact,

the number of subscribers is very important to increase income in the SVoD industry. For this

reason, the top management (Amaliyah, 2022) of SVoD companies needs to do various ways to

increase the number of subscribers through original programming as one of the competitive

advantages that can shape subscriber attitudes to decide whether to subscribe or not SVoD. The

number of subscribers is very important to increase income in the SVoD industry.

RESEARCH METHOD

This research uses a qualitative approach with interpretive paradigm and grounded theory

methodology. This study selected informants with purposive sampling techniques. The number

of resource persons for this study was 16 people. The research procedure is carried out with

interviews to obtain key data. The interview was conducted in a semi-structured manner.

Document studies are also carried out to complement research data that have been obtained

through interviews.

RESULT AND DISCUSSION

After going through an interview process followed by open coding, axial coding, and

selective coding, the following results were found: (Netflix, 2022)

Characteristics of informants

Table 1 Characteristics of informants

Name

Domicile

Subscription Status

Unsubscribe

Adri (24)

Bekasi,

Jawa Barat

iQiyi, Netflix,

Viu

Rani (55)

Jakarta

Netflix (Since 2021)

Disney Hotstar (Since 2022)

Viu (Since 2022)

Prime Video

Emil (24)

Jakarta

Netflix (Since 2019)

Disney Hotstar (Since 2019)

Vidio (Since 2022)

MolaTV

Hanee (23)

Tangerang, Banten

Netflix (Since March 2022)

Viu (6 bulan)

Disney Hotstar (1 year)

WeTV

Alex (26)

Jakarta Pusat

Netflix (Since 2022)

Yasmin (24)

Cengkareng,

Jakarta Barat

Netflix (Since 2018)

Viu (Since 2018)

Disney Hotstar (Since 2018)

iQiyi

WeTV

Sandra (50)

Bekasi,

Jawa Barat

Netflix (2 year)

Disney Hotstar (1 month)

Viu (1 year)

iQiyi

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Irina (26)

Kediri,

Jawa Timur

Netflix (Since 2020)

Disney Hotstar (Since 2022)

Viu

Maria (22)

Bekasi,

Jawa Barat

Never subscribe

Cindy (27)

Palembang,

Sumatera Selatan

Netflix (3 month)

Bama (22)

Cawang, Jakarta

Timur

Netflix, Disney

Hotstar

Celinia (22)

Bekasi,

Jawa Barat

Never subscribe

Alfiansyah (23)

Malang, Jawa

Timur

Netflix (since 2020)

Disney Hotstar (since 2021)

Raissa (19)

Jakarta

Netflix (3 year)

Felicia (24)

Jakarta Barat

Never subscribe

Renne (27)

Jakarta Pusat

Netflix (since 2018)

Viu (since 2021)

Prime Video (since 2023)

Disney Hotstar

Characteristics of the Country

Table 2 Characteristics of the Country

Country

Number of codes

Korea Selatan

Amerika

Jepang

Indonesia

Spanyol/Thailand/Tiongkok/

Britania-Irlandia-Kanada

The most common country code found in the coding process is South Korea, followed by

America, Japan, Indonesia, and several other countries.

Characteristics of the Genre

Table 3 Characteristics of the Genre

Genre

Number of codes

Action

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Misteri

Horor

The most common genre code found in the coding process was action, followed by mystery and

horror, and other genres.

Characteristics of the audience's feelings

Table 4 Characteristics of the audience's feelings

Feelings of the Audience

Number of codes

Exciting

Tense

Entertained

Curious

Empathy, sympathy

Gripping

The audience feeling codes that emerged most in the coding process were excitement, tension,

amusement, curiosity, empathy or sympathy, and suspense.

Characteristic of Proximity to Daily Life

Table 5 Characteristic of Proximity to Daily Life

Types of Proximity

Number of codes

Realistic stories

Everyday story

Based on a true story

Similar culture

Hobby theme

The most common type of closeness to everyday life codes found in the coding process were

realistic stories, everyday stories, based on true stories, having a similar culture, and discussing

hobbies.

The most common type of closeness to everyday life codes found in the coding process are

realistic stories, everyday stories, based on true stories, having a similar culture, and discussing

hobbies.

Message Characteristics of the Spectacle

Table 6 Message Characteristics of the Spectacle

Types of Messages from

Number of codes

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Spectacle

Insight/science

Moral message

Meaningful

The most common types of message codes found in the coding process were insight/ knowledge

gained from watching, moral messages, and meaningful watching.

Characteristics of Spectacle Quality

Table 7 Characteristics of Spectacle Quality

Types of Proximity

Number of codes

Good cast acting

Accurate story

Story to the point

There is a plot twist

Good cinematography

Good music

High quality

Unique story characters

Story is not cliché

The most widely found viewing quality codes in the coding process are good cast acting,

accurate story, story to the point, there is a plot twist, good cinematography, followed by various

other qualities.

Examples of Original Programming Cast

Table 8 Examples of Original Programming Cast

The Cast

Number of codes

Song Hye Kyo/Cha Eun Woo

Examples of original programming actors that are found during the coding process are Song

Hye Kyo and Cha Eun Woo. Both are from South Korea.

Other Factors Supporting Subscription

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Table 9 Other Factors Supporting Subscription

Supporting Factor

Number of codes

Promotion

Trailer/teaser

Low price

Free trial

Telkomsel bundle

Social media

Poster

Synopsis

Recommendation

Friends

Family

Principle

Resisting piracy

Time

Free time

Other factors supporting subscription that were found in the coding process were trailers/teasers,

friends' recommendations, the principle of rejecting piracy, and free time.

Factor Not in Favor of SVoD Subscription

Table 10 Factor Not in Favor of SVoD Subscription

Factor

Number of codes

Region limited viewing

Story is too heavy

Spoiler

Open ending

SVoD content is not varied

External factors do not support SVoD subscriptions that are found during the coding process,

including region-limited viewing, stories that are too heavy, spoilers, open endings and SVoD

content that is not varied.

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Uninfluential Factors in SVoD Subscription

Table 11 Uninfluential Factors in SVoD Subscription

Factor

Number of codes

Native language of the program

Viral/hype on the internet

Factors that have no influence in encouraging SVoD subscriptions include the original language,

original programming, and viral/hype of watching on the internet.

Discussion

Country Characteristics

Countries producing original programming that emerged as subscription-triggering

characteristics. The eight countries are South Korea, America, Japan, Indonesia, Spain,

Thailand, China, and English-language British-Irish-Canadian collaborative content. Of these

eight countries, the characteristics that emerged most as triggers were original programming

from South Korea, America, Japan, and Indonesia.

The reasons that cause interviewees to like original programming from South Korea are

emotional bonds, structural uniqness, variety shows, and many old fans. The emotional bond

inherent in Indonesian society with South Korean original programming can occur because of

the feeling of one continent, namely the Asian continent and eastern customs so that the culture

in South Korean content can be well received in Indonesia. The cultural similarities are reflected

in the family life and romance contained in South Korean original programming. Structural

uniqueness of original programming made in South Korea can be enjoyed by the interviewees

because of its good production. South Korean screenwriters are considered capable of making

the end of the episode tense before continuing, so that the audience feels curious to watch the

next episode. South Korean original programming is considered to be able to raise diverse time

and place settings but in accordance with reality at that time or place so as to provide insight for

the audience. Original programming made in South Korea has a number of advantages that are

not owned by original programming produced by other countries such as America and

Indonesia. The uniqueness includes usually only lasting one season with a number of episodes

between 16 and 24, allowing viewers to more easily enjoy and quickly immerse themselves in

the storyline, and making it easier to watch continuously or marathons (Fujita, 2014). The

structure of South Korean original programming is also ideal for developing strong and concise

storylines that are easy to understand, include exposition, character development, conclusion,

and provide the right amount of time for the audience's emotional investment (Lee, 2018). South

Korean original programming also excels in the field of variety shows. South Korean variety

shows such as Running Man are very interesting and inspiring to follow, and have

characteristics inherent in each show. In addition, the habit of watching shows from South

Korea has long entered Indonesia, estimated since the early 2000s so that it has been embedded

in the lives of Indonesians (Pertiwi, 2022). Some interviewees mentioned that they have been

following South Korean dramas for a long time and have made it their hobby. Since the

emergence of SVoD, the hobby of watching Korean dramas has become more channeled in a

legal and better quality way.

The structure of South Korean original programming is also ideal for developing strong

and concise storylines that are easy to understand, include exposition, character development,

conclusion, and provide the right amount of time for the audience's emotional investment (Lee,

2018). South Korean original programming also excels in the field of variety shows. South

Korean variety shows such as Running Man are very interesting and inspiring to follow, and

Original Programming Characteristics That Cause Subscription Video on Demand (SVod) Subscription 
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have characteristics inherent in each show. In addition, the habit of watching shows from South 
Korea has long entered Indonesia, estimated since the early 2000s so that it has been embedded 
in the lives of Indonesians (Pertiwi, 2022). Some interviewees mentioned that they have been 
following  South  Korean  dramas  for  a  long  time  and  have  made  it  their  hobby.  Since  the 
emergence of SVoD,  the hobby of watching Korean dramas has become more channeled in a 
legal and better quality way. 
Apart from South Korea, the majority of interviewees liked original programming from 
the  United  States  because  of  political  stories,  accents,  and  catalog  completeness.  In  terms  of 
political stories, the United States has films and political stories that are easier for Indonesians 
to understand because they are both republics. Unlike the British political story which is in the 
form of a kingdom. In addition, the American English accent used is the most popular English 
accent of all types of accents. It is spread all over the world because American movies, music, 
television series, and more than 350 million North Americans including Canadians use it. It is 
the  accent  that  most people, both native and non-native speakers, can easily  understand  (Esl, 
2014). In addition, American movie studios have produced many famous movie franchises over 
the  years  such  as  Marvel,  Star  Wars,  Kingsman, and  others.  Broadcast  rights  for  shows  with 
enduring  popularity  are  highly  desirable  for  many  SVoDs  as  they  allow  them  to  quickly 
establish themselves with a competitive catalog and can be watched by viewers on a continuous 
or marathon basis (Rustage, 2022). 
The majority of interviewees like original programming made in Japan because of anime. 
Japan is famous for its animation or commonly referred to as anime, which is high quality and 
favored by various groups. Japanese anime stories are very diverse, unique, and have a variety 
of different genres (Rinaldi, 2023). Many research sources like Japanese anime and make this 
factor a trigger to try using SVoD and show interest in subscribing. 
The  majority  of  sources  also  like  SVoD  original  programming  produced  by  Indonesia 
because of  the interesting adaptation  content and  higher quality Indonesian content on SVoD. 
Original  programming  content  from  Indonesia  adapts  many  novels  with  a  large  number  of 
readers, which can increase the number of SVoD subscribers. Not only adaptations of  novels, 
adaptations of feature films can also attract customers to subscribe to SVoD. Some interviewees 
also  indirectly  compared  the  quality  of  Indonesia's  original  programming  content in  the  past, 
which  was  dominated  by  screen  soap  operas,  with  series  that  are  now  circulating  on  SVoD. 
According to the research results of the academic-based Television Broadcast Program Quality 
Index in Indonesia conducted by the Indonesian Broadcasting Commission (KPI) in 2019, the 
quality of television broadcast programs in Indonesia in the last five years is still low (Hendarto, 
2021). 
Characteristics of Types of Spectacle 
The  types  of  shows  preferred  by  the  majority  of  the  interviewees  were  dramas/series, 
feature films/cinema, animation, documentaries, variety shows, and reality shows. 
Series  (or  sometimes  referred  to  as  drama)  refers  to  a  show  that  has  many  interrelated 
episodes that tell the same storyline. Each episode has the same duration and the story in each 
episode forms one main storyline that can be completed in several episodes (Merriam-Webster, 
2023a). Dramas/series usually have a longer duration so that the audience does not get separated 
from  the plot too quickly.  In  addition, because  the duration is  longer  than  a  freelance movie, 
there  are  many  different  characters  with  their  own  charms  that  make  the  audience  not  bored 
when following the series (Fortress, 2021). Series are the most popular viewing option that can 
trigger  subscriptions  among  sources.  Series  can  trigger  subscription  by  creating  a  cliffhanger 
ending. Due to the long duration of series, the stories discussed can be detailed and deep. From 
several interviews, it appears that series can also build a deep connection between the audience 
and  the  storyline.  Not  infrequently,  there  is  a  sense  of  empathy  and  sympathy  that  is 
successfully built by series compared to movies because the duration of the series is longer. This 
happened when several interviewees watched the series The Glory. Series can also build a close 
relationship with the audience so that they can extend their subscription to find out the end of 

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the story in the next episode or season, as happened in the series Island, Alice in Borderland, 
and  The  Glory  which  is  divided  into  two  parts.  Some  interviewees  decided  to  extend  their 
subscription to finish watching series that were still not over or had not yet appeared. 
Although series with several episodes play a big role in SVoD's success, the category of 
cinema and freelance films is not left behind to attract the attention of consumers  (Westcott & 
Singh, 2023). From interviews with sources, SVoD bought many cinema film licenses, both those 
that did not air in Indonesia and those that had dropped the screen. This makes some speakers 
decide to subscribe to SVoD in order to watch films they have not or have already watched. 
Four  interviewees  mentioned  animation  as  a  viewing  format  that  can  trigger 
subscriptions.  Animated  films  are  types  of  films  made  with  animation  techniques,  can  be 
intended for children as well as all types of ages. Animation is a technique of making images 
move and change shape so that they look attractive and come alive (Dictionary.com, 2023). 
Documentary can be interpreted as a program designed to provide facts regarding certain 
events or topics (Merriam-Webster., 2023). In the SVoD catalog, documentaries are one of the 
preferred  types  of  viewing  because  many  viewers  are  interested  in  true  stories  and  personal 
experiences  raised  in  documentaries.  Documentaries  are  also  a  means  to  increase  knowledge 
and  provide  knowledge related to  certain topics, as well as  inspire and motivate.  In  terms  of 
SVoD companies, documentaries have lower production costs than fiction films or drama series, 
making  them  an  attractive  choice  for  SVoD  companies  that  want  to  increase  the  amount  of 
original programming without spending too much money  (Murray, 2021). In interviews, there 
were several interviewees who liked the type of documentary watching and were interested in 
subscribing to SVoD because of the documentaries provided. Although many are interested in 
the  documentary format,  there are some  sources  who feel that the  documentary format is not 
entirely interesting.  
A  variety  show  is  a  type  of  spectacle  with  an  array that  combines  things  like  comedy, 
sketches, games, songs, shows, and other entertainment in one show, usually hosted by a host or 
host  (Merriam-Webster,  2023b).  One  example  of  an  SVoD  variety  show  mentioned  in  the 
interview is Running Man. There are speakers who decided to subscribe to SVoD to watch the 
Running Man variety show from South Korea. Running Man is a variety show that is worldwide 
because of its interesting games, funny and entertaining show participants, and guest stars who 
can follow the show well (MacDonald, 2020). 
Reality shows are one type of show that is widely produced by SVoD services because the 
format is easy to produce, relatively low cost, and has appeal in showing the real lives of people 
around  the  audience  (Clover,  2020).  At  the  end  of  2019,  Netflix  increased  the  number  of 
original programming reality shows  from  only 4 titles in 2018 to 32  titles  the following  year 
(Mann,  2020).  Reality  shows  usually  show  everyday  life  without  a  scenario,  with  characters 
generally coming from ordinary society, not actors or actresses (Oka, 2020). 
Genre characteristics 
The genres that the majority of speakers like are action, mystery, horror, and action. 
The action genre is a genre of film or spectacle that focuses on physical action such as 
fighting,  chasing,  explosions,  and  other  action  actions.  Usually,  this  genre  features  the  main 
character  facing  dangerous  challenges  and  enemies.  This  genre  does  not  focus  too  much  on 
psychology and philosophy matters, but rather aims to provide an interesting experience for the 
audience  (Aliya,  2021).  The  action  genre  is  favored  because  of  the  physical  action  that  is 
interesting and entertaining for the audience.  In  addition, this genre also  features  heroes  who 
face dangerous challenges and enemies (Kholid, 2020). Some sources who like the action genre 
revealed  that the  genre  would  be  better  when  combined  with  other genres  such as  the  action 
genre  that  uses  a  military  background,  or  wrapped  in  comedy.  Many  speakers  argue  that  the 
action genre without any other supporting genres actually makes the action not dancek. 
The mystery  genre is a genre of spectacle or stories about  the occurrence of  something 
mysterious, then to be revealed by the main character.  The  mysteries that appear  the most in 
mystery  stories  are  crimes  that  need  to  be  solved,  usually  something  big  like  murder  or 

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kidnapping (Fadli, 2022). Many speakers like this genre because it raises curiosity, full of plot

twists that make watching more interesting.

The horror genre is a type of story genre whose plot is built in such a way that it is able

to give a sense of horror to the audience. Horror can be about spirits who like to terrorize, but it

can also contain serial killers who give the impression of horror. The reason why people love

the horror genre is because they feel entertained by the fear and tension produced by the film

(Santoso, 2020). One of the horror original programming mentioned by the source is Kingdom,

Netflix's original programming from South Korea. Speaker Yasmin and Speaker Irina mentioned

Kingdom as a horror genre spectacle that can be enjoyed. The Kingdom series is a unique

zombie horror series and was praised for its novel and creative approach when the film market

began to saturate with zombies. The series combines conspiracy and political intrigue with the

spread of a mysterious plague that resembles a zombie outbreak in general (Beck, 2020).

Characteristics of the audience's feelings

Many interviewees mentioned liking shows that make them feel exciting. Exciting shows

are shows that capture the audience's attention. Exciting shows can be movies, series, or variety

and reality shows on any platform. Viewers like exciting shows because they can relieve

boredom and provide entertainment, and can also provide new experiences and increase

knowledge Kusuma, (2023). An exciting show must pay attention to the story plot and

characters, choose a genre that suits the preferences of most viewers, and pay special attention

to technical details such as picture and sound quality (Agustyananto, 2021). In addition to

shows that can create a sense of excitement, interviewees also like tense shows and shows that

can make them feel entertained when watching original programming provided by SVoD. In

addition, interviewees also like shows that arouse curiosity, generate empathy and sympathy,

and can make viewers feel a sense of suspense.

Characteristic of Proximity to Daily Life

Some of the things that indicate a show is close to everyday life are realistic stories,

everyday stories, based on true stories, having similar cultural factors, and discussing hobbies

that people like.

Message Characteristics of spectacle

Six interviewees mentioned that insights or knowledge can be taken from the original

programming they watch. The interviewees liked new and interesting experiences that they had

never known before. Shows that contain educational elements can help viewers to understand

difficult or abstract concepts in an easier and more enjoyable way. They can also help viewers to

understand other people's perspectives and broaden their horizons about the world.

Characteristics of Spectacle Quality

The quality factor that triggers interviewees to choose original programming is good

acting. The acting of the actors is considered important when choosing a show because the

acting of the actors can affect the quality and impression of the show. Good acting can make the

audience more involved in the story and feel the emotions displayed by the actors. Good acting

can also make it easier for the audience to understand the characters played by the actors

(Fandy, 2022). Through interviews with interviewees, there are several actors and actresses

mentioned as triggers for subscription. Although not all of them are directly a trigger for

subscription, it can be seen that the names of actors and actresses that come to mind are actors

whose quality has been recognized such as Song Hye Kyo and Cha Eun Woo from South Korea,

and Abimana Aryasatya from Indonesia. In addition to good acting, the quality of original

programming is assessed by the interviewees through stories that are accurate and to the point,

there are plot twists in the story, good cinematography and music, made with high quality,

unique story characters, and stories that are not clichéd.

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CONCLUSION  
Based  on  the  research,  it  is  known  that  the  characteristics  and  factors  of  original 
programming that can trigger SVoD subscription behavior in Indonesia include the country of 
origin of original programming, the type of original programming format, the genre of original 
programming,  the  closeness  of  original  programming  to  the  audience's  reality,  the  insight  or 
knowledge provided by original programming, and the quality of original programming. These 
six aspects of original programming determine the audience's feelings, which then lead to SVoD 
subscription intentions. The countries of origin of original programming that can trigger SVoD 
subscription behavior include South Korea, the United States, Japan, and Indonesia. The type of 
format  that  triggers  the  most  SVoD  subscription  behavior  in  Indonesia  is  drama/series.  The 
genre  that  triggers  the  most  SVoD  subscription  behavior  in  Indonesia  is  action.  Audience 
feelings when watching original programming that can trigger subscription intentions are those 
that can create a sense of excitement. 
In  addition,  based  on  this  research,  it  was  found  that  the  characteristics  and  factors  of 
original  programming  from  SVoD  that  cannot  trigger  SVoD  subscription  in  Indonesia  are 
original programming whose story content is too heavy, spoilers from the show that have been 
widely  circulated  on  the  internet,  and  original  programming  that  has  an  open  ending.  In 
addition, users also dislike SVoDs whose content is region-limited or incomplete. 
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