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Measuring Consumer Preferences for Video Content Provision via Cord‐Cutting Behavior

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  • Jeffrey Prince
  • Shane Greenstein

Abstract

The television industry is undergoing a generational shift in structure; however, many demand‐side determinants are still not well understood. We model how consumers choose video content provision among over‐the‐air (OTA), paid subscription to cable or satellite, and online streaming (also known as over‐the‐top, or OTT). We apply our model to a U.S. data set encompassing both the digital switchover for OTA and the emergence of OTT, along with a recession, and use it to analyze cord‐cutting behavior (i.e., dropping of cable/satellite subscriptions). We find high levels of cord cutting during this time, and evidence that it became relatively more prevalent among low‐income and younger households—suggesting this group responded to changes in OTA and streaming options. We find little evidence of households weighing relative content offerings/quality when choosing their means of video provision during the timespan of our data. This last finding has important ramifications for strategic interaction between content providers.

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  • Jeffrey Prince & Shane Greenstein, 2017. "Measuring Consumer Preferences for Video Content Provision via Cord‐Cutting Behavior," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 26(2), pages 293-317, June.
    • Handle: RePEc:bla:jemstr:v:26:y:2017:i:2:p:293-317
    DOI: 10.1111/jems.12181
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    Cited by:

    1. McKenzie, Jordi & Crosby, Paul & Cox, Joe & Collins, Alan, 2019. "Experimental evidence on demand for “on-demand” entertainment," Journal of Economic Behavior & Organization, Elsevier, vol. 161(C), pages 98-113.
    2. Bhubaneswari Bisoyi & Vivek Mishra & Biswajit Das & Ipseeta Satpathy, 2024. "Role of E-Business Driven OTT Platforms in Influencing Consumer’s Intention to Cut the Cable Cord," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 49(1), pages 82-96, February.
    3. Oliver Budzinski & Sophia Gaenssle & Nadine Lindstädt-Dreusicke, 2021. "The battle of YouTube, TV and Netflix: an empirical analysis of competition in audiovisual media markets," SN Business & Economics, Springer, vol. 1(9), pages 1-26, September.
    4. Agarwal, Reeti & Mehrotra, Ankit & Sharma, Veenu & Papa, Armando & Malibari, Areej, 2023. "Over-the-top (OTT) retailing in the post pandemic world. Unveiling consumer drivers and barriers using a qualitative study," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Jung, Juan & Melguizo, Ángel, 2023. "Is your netflix a substitute for your telefunken? Evidence on the dynamics of traditional pay TV and OTT in Latin America," Telecommunications Policy, Elsevier, vol. 47(1).

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    JEL classification:

    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications

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