Keep it, shave it, cut it: A closer look into consumers’ video viewing behavior

Morana Fudurić, Edward C. Malthouse and Vijay Viswanathan

Business Horizons, 2018, vol. 61, issue 1, 85-93

Abstract: The convergence of communications, information, entertainment, commerce, and computing—combined with a rising number of new services—has caused changes in the way people access and consume media. In recent months, the phenomenon of viewing audiences shifting wholly or partially from cable TV providers to over-the-top (OTT) media, also known as cord cutting or cord shaving respectively, has gained much attention. Despite anecdotal evidence of cord cutting and cord shaving presented in the trade press and industry conferences, there has been little rigorous examination of the true effect that cord cutting or cord shaving may have on TV networks and the media industry at large. In this article, we use behavioral data from a leading cable operator in the U.S. to identify and describe the key viewer segments. We also conduct simulations to examine the effects and implications of cord cutting and cord shaving from a customer lifetime value perspective for content providers, content distributors, and advertisers.

Keywords: Cord cutting; Consumer behavior; Over-the-top media; Customer lifetime value (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0007681317301295
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:61:y:2018:i:1:p:85-93

DOI: 10.1016/j.bushor.2017.09.008

Access Statistics for this article

Business Horizons is currently edited by C. M. Dalton

More articles in Business Horizons from Elsevier
Bibliographic data for series maintained by Catherine Liu ().