SUMMARY
Online video content has received great demand worldwide. It provides consumers with the liberty to choose what, when and how they want to view film content. The concern is on whether the new trend affects the behaviour of local consumers and local content providers. Hence, the main objective of this paper is to investigate how consumer preferences are altered and how consumers’ new preferences affect local businesses. Primary data through interview with selected local content providers and secondary data were collected and analysed. The findings show that the traditional and online content providers are affected by the internationalization of this industry.eISSN: 2398-4287 © 2018. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.DOI: https://doi.org/10.21834/e-bpj.v3i8.1407