Jin, SeungwookJeong, DohyeonKang, Keumseok2024-12-262024-12-262025-01-07978-0-9981331-8-805fa8713-2086-4789-8b8e-eabca9622d46https://hdl.handle.net/10125/109186In 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.10Attribution-NonCommercial-NoDerivatives 4.0 InternationalStreaming Media Servicesmarketer-generated content (mgc), netflix, over-the-top (ott), substitution effect., user-generated content (ugc), youtubeConference Paper10.24251/HICSS.2025.344