Title:
FREE FEELS WRONG: A TEXT ANALYSIS OF CONSUMER PREFERENCES ON DAVINCI RESOLVE’S ONE-TIME PAYMENT MODEL

Authors:
Zicheng Zhou, United States

Abstract:
Subscription-based business models (SBBMs) have become dominant in digital industries, but there is little research examining the video editing software industry, where the one-time payment model still persists. This paper conducts a case study on Blackmagic Design’s video editing software Davinci Resolve, which offers a perpetual license and free updates, an anomaly in the growing trend towards SBBMs. To understand why, we conducted quantitative research by examining posts on Blackmagic Design’s discussion forum and conducting sentiment and keyword analysis. Our results show an even split between positive and negative sentiments. Positive threads emphasized loyalty and appreciation of Blackmagic Design’s fair pricing, while negative threads expressed complaints about inadequate support and concerns about the sustainability of a one-time payment model. Interestingly, some users even expressed willingness to pay more through a subscription model or upgrade fees to support software development. This suggests that the Subscription-based business model builds brand loyalty and image. Thus, our findings show how consumer decisions when choosing video editing software go beyond price and features and extend into brand perception.