IDEAS home Printed from https://ideas.repec.org/p/osf/mediar/hxjgf_v1.html
   My bibliography  Save this paper

Binge-watching (Netflix) product placement: A content analysis on different product placements in Netflix originals vs. non-Netflix originals, and drama vs. comedy shows

Author

Listed:
  • Laban, Guy

    (University of Cambridge)

  • Zeidler, Chamoetal
  • Brussee, Eline

Abstract

The popularity of digital streaming platforms, such as Netflix, is gradually growing. While digital streaming platforms share similar economic interests as traditional producing and broadcasting companies, the two differ in operation and nature of consumption. These platforms constructed new means of consuming content, offering licensed and original content. This study describes and examines how product placements, a popular advertising strategy that integrates commercials in media entertainment content, are applied in an up-to-date digital environment. A content analysis was conducted of product placements in comedy and drama shows within Netflix originals and non-Netflix originals shows. The study results indicate that Netflix original shows include more product placements than non-Netflix original shows. Moreover, drama shows include more product placements than comedy shows, and these are more explicit and visual. Finally, it was found that product placements categories can be predicted by the genre of the show, but not by the production type.

Suggested Citation

  • Laban, Guy & Zeidler, Chamoetal & Brussee, Eline, 2020. "Binge-watching (Netflix) product placement: A content analysis on different product placements in Netflix originals vs. non-Netflix originals, and drama vs. comedy shows," MediArXiv hxjgf_v1, Center for Open Science.
    • Handle: RePEc:osf:mediar:hxjgf_v1
    DOI: 10.31219/osf.io/hxjgf_v1
    as

    Download full text from publisher

    File URL: https://osf.io/download/5eba921ba2199502035d208d/
    Download Restriction: no
    File URL: https://libkey.io/10.31219/osf.io/hxjgf_v1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:osf:mediar:hxjgf_v1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: OSF (email available below). General contact details of provider: https://mediarxiv.org .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.