European Journal of Service Management

Continuous progress in all areas of life affects the decision-making processes of the society and their consumption decisions. In recent years, through constant technological development, a continuous drop in television viewing has been observed. Individual television stations, multimedia service providers, however, try to regain the viewer and create websites and applications for mobile devices in which you can watch live TV, play programs or movies at any time or see episodes that will be played in television in the future. The Polish VoD market, social media and YouTube are undoubtedly market leaders, which compete with traditional television and even become its replacement. The aim of the article is to show that the following changes in the market, change consumer habits among buyers, with particular emphasis on young people, in the field of video in relation to classic television, YouTube, streaming platforms and social media. The article uses own research, which was carried out on the basis of cluster analysis. Based on profiling of social media users, due to the selected characteristics, five clusters were obtained, each of which describes a certain YouTuber profile