The Dual Impact of Video Content on OTT Viewership: Examining the Relationship between Video Marketer-Generated and Video User-Generated Content

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dc.contributor.authorJin, Seungwook
dc.contributor.authorJeong, Dohyeon
dc.contributor.authorKang, Keumseok
dc.date.accessioned2024-12-26T21:06:43Z
dc.date.available2024-12-26T21:06:43Z
dc.date.issued2025-01-07
dc.description.abstractIn the digital media landscape, YouTube has become crucial for promoting over-the-top (OTT) media content. This study investigates the effects of video marketer-generated content (VMGC) and video user-generated content (VUGC) on OTT viewership. Using Netflix's Top 10 movie viewership data and related YouTube content, we find that both VMGC and VUGC positively affect viewership. However, their interaction is negative, suggesting substitution. VUGC's positive effect is negatively moderated by video length and engagement, indicating a substitution effect, while VMGC's promotional effect is not. This difference might result from VMGC's careful design to promote without substituting the original content. Additional analysis reveals that spoilers do not drive VUGC's substitution effect. These findings highlight the importance of considering video content characteristics in understanding consumer behavior and demand for OTT content.
dc.format.extent10
dc.identifier.doi10.24251/HICSS.2025.344
dc.identifier.isbn978-0-9981331-8-8
dc.identifier.other05fa8713-2086-4789-8b8e-eabca9622d46
dc.identifier.urihttps://hdl.handle.net/10125/109186
dc.relation.ispartofProceedings of the 58th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectStreaming Media Services
dc.subjectmarketer-generated content (mgc), netflix, over-the-top (ott), substitution effect., user-generated content (ugc), youtube
dc.titleThe Dual Impact of Video Content on OTT Viewership: Examining the Relationship between Video Marketer-Generated and Video User-Generated Content
dc.typeConference Paper
dc.type.dcmiText
prism.startingpage2854

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