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The Role of Film and Television Release Strategies in Online Word-of-Mouth: Insights from the Streaming Wars
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Resumo(s)
As COVID-19 heavily impacted movie studios due to the closure of theatres, many studios had
to adapt their release strategy and move content to streaming platforms. This situation
created a new opportunity for studios as they could experiment with different release
strategies. Until now, research on Word-of-Mouth (WOM) assumes no relation between
viewers’ opinions and release strategies. Therefore, this study begs the question: Does WOM
behavior vary with the different release strategies for movies and television? By employing
time series clustering to two different datasets (one composed of 100 movies and one of 121
series), this study analyzed patterns and, most importantly, whether different release
strategies had different WOM behavior. Results showed that movies released on streaming
tend to enjoy more immediate WOM, while cinema releases capitalize on ongoing WOM. It
was also found that upon being released on streaming, movies enjoy an increase in WOM, but
this increase is inversely related to the time spent in theatres: the longer the theatrical
window, the smaller the WOM volume. It also found that movies released in theatres with
positive reviews tend to face a negative trend upon release in streaming. Finally, it was found
that series released as binge enjoy more immediate WOM than episodic releases. This
information allows marketers and studios to communicate their shows better and prepare
marketing campaigns to capitalize on these trends.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Word-of-Mouth Social Media Film Television Release Strategies Time series Clustering SDG 4 - Quality education SDG 10 - Reduced inequalities