User Satisfaction With a Subscription-Based Sports Content Platform
Abstract
Background. The popularity of digital subscription-based sports content platforms continues to grow, making the assessment of user satisfaction increasingly important for ensuring service quality, user loyalty, and subscription continuity. Despite the growing significance of such platforms, there is still a lack of research examining the factors influencing user satisfaction in the context of sports organisations.
Aim. To determine user satisfaction with the subscription-based sports content platform Žalgiris Insider.
Methods. A qualitative research approach was applied. The study involved four players from the Žalgiris-2 basketball team who, as members of the professional sports system and active participants in the organisation’s community, shared their experiences of using the Žalgiris Insider platform. Data were collected through semi-structured interviews and analysed using qualitative content analysis.
Results. The findings revealed that users positively evaluate the quality and relevance of the content provided by the Žalgiris Insider platform. Interview participants emphasised the platform’s ease of use, exclusive behind-the-scenes content, emotional connection with the team, and a favourable price–value ratio. Informants indicated that the platform generates positive emotions and increases user engagement. Although no major shortcomings were identified, participants suggested enhancing interactivity, expanding content diversity, and introducing additional features.
Conclusions. The results suggest that the Žalgiris Insider platform provides users with both informational and emotional value. The platform strengthens users’ connection with the team, encourages engagement, and creates a positive user experience. The findings indicate that exclusive content and closer access to team activities are important factors contributing to user satisfaction and the continued use of the platform.
Keywords: User satisfaction; sports content; subscription-based sports content platform; Žalgiris Insider
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Copyright (c) 2026 Author(s). Published by Lithuanian Sports University.
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