Binge-watching (Netflix) product placement: A content analysis on different product placements in Netflix originals vs. non-Netflix originals, and drama vs. comedy shows

Guy Laban, Chamoetal Zeidler and Eline Brussee
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Guy Laban: University of Glasgow

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Abstract: The popularity of digital streaming platforms, such as Netflix, is gradually growing. While digital streaming platforms share similar economic interests as traditional producing and broadcasting companies, the two differ in operation and nature of consumption. These platforms constructed new means of consuming content, offering licensed and original content. This study describes and examines how product placements, a popular advertising strategy that integrates commercials in media entertainment content, are applied in an up-to-date digital environment. A content analysis was conducted of product placements in comedy and drama shows within Netflix originals and non-Netflix originals shows. The study results indicate that Netflix original shows include more product placements than non-Netflix original shows. Moreover, drama shows include more product placements than comedy shows, and these are more explicit and visual. Finally, it was found that product placements categories can be predicted by the genre of the show, but not by the production type.

Date: 2020-05-12
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Persistent link: https://EconPapers.repec.org/RePEc:osf:mediar:hxjgf

DOI: 10.31219/osf.io/hxjgf

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