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“How Have Video-on-Demand Platforms Shaped Our Preferences? Endogenous Preferences in a Cultural Market”

Author

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  • Bernat Mallén

    (AQR-IREA University of Barcelona)

Abstract

In this paper, I investigate the effect of the introduction of videoon-demand (VoD) platforms on the preferences for different language versions of movies. By using survey data gathered from 2014 to 2019 in the bilingual region of Catalonia (Spain), I explore whether the exposure to VoD affected the likelihood of preferring the Catalan, Spanish or original versions. I found a negative effect on the preference for Catalan and Spanish versions, although this was not significant in all the specifications. Regarding the impact of VoD exposure on the preference for original versions, I identified a positive, significant and very robust effect in all the specifications. The effect is heterogeneous and varies depending on an individual’s language, education level and age. These results prove that people adapt their preferences to what they experience, so the introduction of a new technology into a market (in the case of this paper, the movie market) can rapidly change the preferences of consumers, who accustom, or accommodate, their preferences to the new paradigm.

Suggested Citation

  • Bernat Mallén, 2023. "“How Have Video-on-Demand Platforms Shaped Our Preferences? Endogenous Preferences in a Cultural Market”," AQR Working Papers 202308, University of Barcelona, Regional Quantitative Analysis Group, revised Nov 2023.
    • Handle: RePEc:aqr:wpaper:202308
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    File URL: https://www.ub.edu/irea/working_papers/2023/202316.pdf
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    References listed on IDEAS

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    More about this item

    Keywords

    Multilingualism; Video-on-demand; Dubbing; Original version; Preferences JEL classification: L82; O33; Z13;
    All these keywords.

    JEL classification:

    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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