How Have Video-on-Demand Platforms Shaped Our Preferences? Endogenous Preferences in a Cultural Market

Bernat Mallen ()
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Bernat Mallen: AQR-IREA University of Barcelona

No 202308, AQR Working Papers from University of Barcelona, Regional Quantitative Analysis Group

Abstract: In this paper, I investigate the effect of the introduction of videoon-demand (VoD) platforms on the preferences for different language versions of movies. By using survey data gathered from 2014 to 2019 in the bilingual region of Catalonia (Spain), I explore whether the exposure to VoD affected the likelihood of preferring the Catalan, Spanish or original versions. I found a negative effect on the preference for Catalan and Spanish versions, although this was not significant in all the specifications. Regarding the impact of VoD exposure on the preference for original versions, I identified a positive, significant and very robust effect in all the specifications. The effect is heterogeneous and varies depending on an individual’s language, education level and age. These results prove that people adapt their preferences to what they experience, so the introduction of a new technology into a market (in the case of this paper, the movie market) can rapidly change the preferences of consumers, who accustom, or accommodate, their preferences to the new paradigm.

Keywords: Multilingualism; Video-on-demand; Dubbing; Original version; Preferences JEL classification: L82; O33; Z13 (search for similar items in EconPapers)
Pages: 42 pages
Date: 2023-11, Revised 2023-11
New Economics Papers: this item is included in nep-cul, nep-eur and nep-pay
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Persistent link: https://EconPapers.repec.org/RePEc:aqr:wpaper:202308

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