The video-on-demand (VOD) streaming industry is growing dynamically. To attract new users and retain existing subscribers, VOD providers must study and analyse consumer behaviour in the market, particularly by understanding the motivators behind purchase decisions. The aim of the article is to identify key reasons for and reasons against purchasing a subscription and to assess their impact on the purchasing behaviour of current and potential Disney+ users in the Polish market. To achieve this aim, the paper leans on the theoretical framework of Behavioural Reasoning Theory to conduct a quantitative empirical study. The results indicate that the most important reasons for subscription are the content library (especially productions from Disney, Pixar, Marvel and Star Wars), the possibility of account sharing, and the attractiveness of production trailers. Among the reasons against, the dominant factor is the use of competing VOD platforms. The analysis also reveals differences between current users and potential subscribers of Disney+ in their preferences for subscription types and their attitudes toward bundled offers from telecom providers. The findings suggest the need to strengthen the content library, exercise caution in restricting account sharing, and conduct further research on the perceived value of subscriptions in the Polish market. The article expands the understanding of consumer behaviour in the VOD segment, indicating practical directions for action, including for managers responsible for marketing VOD services.

Online curation is a form of intermediation between producers and consumers supporting consumer decision making. In this article we analyse this phenomenon based on the examples of selected platforms in East and Southeast Asian markets using the service-dominant logic (SDL) theoretical framework. Based on a literature review, we conceptualise it as its own unique model of value co-creation, where value appropriation is unevenly distributed between consumers and producers. Indeed, the consumers mostly receive intangible (experiential/ hedonic) value, while the business actors appropriate the tangible (cost/sacrifice) value. Understanding the types of value that can be co-created using curatorship model, should make it easier to incorporate it into the marketing funnels of companies and integrate it with other communication and sales channels. The types of value co-created by different types actors in curatorship model could be further verified by qualitative studies of an ecosystem based around curatorship platform such as Taobao or Naver Shopping.