The impact of online video highlights on TV audience ratings

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Short video excerpts from TV shows are a tool that producers/broadcasters use to promote their programs. This study examines how video highlights that are presented online for free viewing, which can be analogous to product samples for entertainment goods, affect TV audience ratings. We investigate whether a displacement effect exists, i.e., the substitution of goods due to the availability of other similar goods. We find that positive viewer response, measured by the number of likes and views generated for the highlights, positively affects ratings, and the square of the number of likes negatively affects ratings. Our findings suggest that if viewers are overly satisfied with the highlights, some may be satisfied with merely viewing them and refrain from watching the actual show; such a response may potentially decrease TV viewership. This is the first study to examine the role of online video highlights as a promotional tool for TV shows.
Publisher
SPRINGER
Issue Date
2022-06
Language
English
Article Type
Article
Citation

ELECTRONIC COMMERCE RESEARCH, v.22, no.2, pp.405 - 425

ISSN
1389-5753
DOI
10.1007/s10660-020-09421-4
URI
http://hdl.handle.net/10203/296675
Appears in Collection
MG-Journal Papers(저널논문)
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