engagement
- Creative & Branded Content
- Article
Binge-Watching and Advertising: When Streaming Habits Challenge Ad Effectiveness
Binge-watching dramatically reshapes how consumers respond to advertising on video-on-demand platforms. Drawing on psychological reactance theory, this study reveals that binge-watchers perceive ads as more intrusive and irritating, harming platform loyalty and boosting ad avoidance—unless the ad is highly likeable, which can soften negative reactions and protect platform engagement.
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- Targets & Segments
- Article
Maximizing Customer Lifetime Value through Subscription Models
This research explores the downstream and upstream effects of consumer-to-consumer (C2C) gift subscriptions compared to personal subscriptions in the context of live streaming. It reveals that C2C subscriptions significantly enhance customer lifetime value by encouraging more tips and comments and highlights the importance of creator performance quality in driving subscription behaviors.
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- Targets & Segments
- Article
The Power of Livestreaming: How Influencers Drive Video Game Engagement
This study investigates the relationship between consuming live-streamed content and engaging with a specific video game. It finds that live-streamed content significantly increases gameplay, with the effect varying by user loyalty to different types of streamer channels. The findings are crucial for firms allocating sponsorship resources.
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