Streaming Video Series: Originality, Personality and Loyalty
Darden Professor Anthony Palomba discusses how consumers perceive streaming services based on the companies’ original series, and how those series inform customer loyalty and the value viewers place on a brand associated with shows they find appealing.
Stranger Things on Netflix, The Bear on Hulu, Shrinking on Apple TV+ … streaming video on demand (SVOD) subscription services have produced successful original series, further upending the traditional model of network programming. But how important are those original shows to the SVOD model?
Darden Professor Anthony Palomba discusses how consumers perceive streaming services based on the companies’ original series, and how those series inform customer loyalty and the value viewers place on a brand associated with shows they find appealing.
Can streaming services reconcile the tension of trying to be everything to everyone — which cuts into operating margins — or determine how to be judicious with the kind of content they produce?
Anthony Palomba authored “Building OTT Brand Loyalty and Brand Equity: Impact of Original Series on OTT Services,” which appeared in Telematics and Informatics.
For more information on the study, please also see “The Personality Traits of Streaming Services: What Roles Do Original Series Play?” on Darden Ideas to Action.
About UVA Darden School of Business
The University of Virginia Darden School of Business prepares responsible global leaders through unparalleled transformational learning experiences.
Darden's graduate degree programs and Executive Education & Lifelong Learning programs offered by the Darden School Foundation set the stage for a lifetime of career advancement and impact.
