GUSTIDHA Budiartie, Ardyan Erlangga, Wisnu Prasetyo, and Putri Werdiningsih are four customers of subscription-based video services who each have their own distinct behavior. The way they consume on-demand video from over-the-top (OTT) companies, and their motivation for doing so, seem to represent the emerging consumers of future television and cinema that are now beginning to grow exponentially.

Gustidha, an employee in a state-owned corporati