António, Nuno Miguel da ConceiçãoRita, Paulo Miguel Rasquinho FerreiraPatacão, Diogo de Freitas Moreira2024-11-052024-10-28http://hdl.handle.net/10362/174609Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsAs 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.engWord-of-MouthSocial MediaFilmTelevisionRelease StrategiesTime series ClusteringSDG 4 - Quality educationSDG 10 - Reduced inequalitiesmaster thesis203778448