Understanding the Effects of Personalization Behavior on Content Aggregator Use and User Satisfaction

Content aggregators have become pillars of the digital media space and provide new avenues through which entertainment content can be distributed. This research examines the role aggregation plays in directing Millennial and Gen-Z audiences to entertainment content through the lens of Media System Dependency Theory (MSDT): which content aggregators are most common within this demographic, how important the ability to personalize a content aggregator is to the user, how common personalization is within each group, and whether users feel satisfied by the content aggregators they use. This study finds that student users are widely satisfied with content aggregators, and that dependence on aggregators and personalization of content are related as anticipated by MSDT, despite only moderate aggregator use among students. Using two combined indices, positive relationships are found between user satisfaction and session frequency, dependence, and personalization. Additionally, some students are identified as power users, or individuals who spend more time personalizing and using the services than others who prefer only limited personalization.