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A Network Analytic Approach to Understanding Cross-Platform Audience Behavior

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  • Thomas B. Ksiazek

Abstract

This article explains and implements a network analytic approach to the study of cross-platform audience behavior. It begins by conceptualizing large-scale patterns of media use in network terms, treating media outlets as nodes and the levels of audience duplication among them as links. Following that, it explains 2 common measures of audience duplication, Absolute Duplication and Primary Duplication, and offers a new measure, Deviation-from-Random Duplication. In doing so, techniques for converting duplication data into network data are discussed. This approach is then applied to analyze patterns of audience fragmentation, media publics, and audience polarization using data from Nielsen's TV/Internet Convergence Panel. The findings show the value of using a network approach, by contributing to an alternative understanding of these patterns. Economic and policy implications are discussed, as well as broader reflections on the use of network analysis in the study of audience behavior.

Suggested Citation

  • Thomas B. Ksiazek, 2011. "A Network Analytic Approach to Understanding Cross-Platform Audience Behavior," Journal of Media Economics, Taylor & Francis Journals, vol. 24(4), pages 237-251, November.
    • Handle: RePEc:taf:jmedec:v:24:y:2011:i:4:p:237-251
    DOI: 10.1080/08997764.2011.626985
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    Cited by:

    1. Sujin Choi, 2017. "How do sociodemographic and structural similarities explain viewing pattern similarity by channel type? Insight from a network analytic approach," Quality & Quantity: International Journal of Methodology, Springer, vol. 51(3), pages 1093-1112, May.
    2. Chung-hong Chan & Junior Yuner Zhu & Cassius Siu-lun Chow & King-wa Fu, 2019. "The intertwined cyberbalkanizations of Facebook pages and their audience: an analysis of Facebook pages and their audience during the 2014 Hong Kong Occupy Movement," Journal of Computational Social Science, Springer, vol. 2(2), pages 183-205, July.
    3. Keran Zhao & Yingda Lu & Yuheng Hu & Yili Hong, 2023. "Direct and Indirect Spillovers from Content Providers’ Switching: Evidence from Online Livestreaming," Information Systems Research, INFORMS, vol. 34(3), pages 847-866, September.

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