ASSESSING ROMANIANS’ OPINION ON OVER THE TOP VIDEO TELEVISION USING GOOGLE TRENDS

Alexandra Perju-Mitran ()
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Alexandra Perju-Mitran: Romanian-American University, Bucharest, Romania

Journal of Information Systems & Operations Management, 2018, vol. 12, issue 1, 132-139

Abstract: Consumer over-the-top television interest shows the propensity towards more personalized content. This also represents an opportunity for advertising practitioners to unlock better reach, targeting, and measurement. We present a study of multiple search keywords associated with media distribution over the Internet via streaming services in the 2004-2017 time span, in Romania. Results show high public interest towards over-the –top television services, especially in Romania, due to the fast Internet connections and also a reflection of the changing consumer habits. In order to estimate a search data volume for all the investigated keywords a given time series was kept as a reference (in this case “TV online”) and compared to four other keywords. The results show a high propensity towards online movie streaming, although “streaming” is not frequently used as a keyword.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:rau:jisomg:v:12:y:2018:i:1:p:132-139

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