TY - JOUR
T1 - Understanding the drivers of cable TV cord shaving with big data
AU - Fudurić, Morana
AU - Malthouse, Edward C.
AU - Lee, Mi Hyun
N1 - Publisher Copyright:
© 2019, © 2019 Media Management and Transformation Centre.
PY - 2020/4/2
Y1 - 2020/4/2
N2 - Over the years over-the-top (OTT) platforms such as Netflix and Hulu have attracted a lot of customers and caused serious disruptions in the media and advertising industry. This paper examines the underlying cause of such a disruption by using big data from one of the leading multi-system operators (MSO) in the US, which provides cable TV, phone and Internet services to multiple communities. More specifically, the dataset allows us to model the behaviour of 267,276 unique households, who collectively watched 270,718 unique programs and examine the effects of online video consumption, different genres, and use of additional cable services on cord shaving. The findings suggest the most important predictors of cord shaving are video on demand and time spent watching different genres, especially live sports and news. Finally, we discuss the practical implications of the research for content distributors, content providers, and advertisers.
AB - Over the years over-the-top (OTT) platforms such as Netflix and Hulu have attracted a lot of customers and caused serious disruptions in the media and advertising industry. This paper examines the underlying cause of such a disruption by using big data from one of the leading multi-system operators (MSO) in the US, which provides cable TV, phone and Internet services to multiple communities. More specifically, the dataset allows us to model the behaviour of 267,276 unique households, who collectively watched 270,718 unique programs and examine the effects of online video consumption, different genres, and use of additional cable services on cord shaving. The findings suggest the most important predictors of cord shaving are video on demand and time spent watching different genres, especially live sports and news. Finally, we discuss the practical implications of the research for content distributors, content providers, and advertisers.
KW - Cord shaving
KW - OTT
KW - TV genre
KW - big data analysis
KW - media consumption
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U2 - 10.1080/16522354.2019.1701363
DO - 10.1080/16522354.2019.1701363
M3 - Article
AN - SCOPUS:85076552689
SN - 1652-2354
VL - 17
SP - 172
EP - 189
JO - Journal of Media Business Studies
JF - Journal of Media Business Studies
IS - 2
ER -