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Bachelor Thesis from the year 2019 in the subject Communications - Movies and Television, , language: English, abstract: Almost everyone today uses streaming services like Netflix, Amazon Prime and Co. Viewers can watch what they want, when they want and where they want. This has far-reaching consequences for our consumer behavior and poses serious challenges for traditional television. Will linear television still play a role at all in the coming years? How big is the competition from streaming portals already today? In his paper, Max Schulz explains how digitization has changed television and how the younger generation in particular is using the new offerings. How does current user behavior affect the classic TV market and what new challenges does it pose? Schulz also sheds light on television as a mass medium and thus an attractive advertising platform. Among other things, he reveals how traditional broadcasters are counteracting viewer migration.