MSc Thesis – Digicreation

Analysis of sequential distribution on Video-on-Demand platforms

admin — Fri, 07 Oct 2022 12:39:04 +0000

The effect of Netflix on Movie Piracy and its impact on the movie industry

admin — Fri, 07 Oct 2022 12:37:24 +0000

Releases as Adverts: Product Discovery in Video-games

admin — Fri, 07 Oct 2022 12:35:25 +0000

How Limited Mobile Data Affect People’s Behavior on Mobile Data Usage and Megabyte Allocation in Different Locations.

admin — Fri, 07 Oct 2022 12:33:29 +0000

The impact of Cookie Consent Notices on user’s privacy concerns: an empirical analysis

admin — Fri, 07 Oct 2022 12:31:30 +0000

The impact of geographical context on willingness to pay for mobile data and change incentives to disclose personal information

admin — Fri, 07 Oct 2022 12:29:31 +0000

Consent Notices and Cognitive Cost

admin — Fri, 07 Oct 2022 12:27:05 +0000

From free to fee: The causal effect of free trials on online video game sales

admin — Fri, 06 Sep 2019 09:18:40 +0000

A wide range of companies in the digital industry, Netflix and Spotify among others, apply free trials for customer acquisition. There exists abundant research on the economic effectiveness of free trials for analog products and services. However, for digital products and services this topic has not sufficiently been researched. Using real-world observational data from the digital video game distribution company Steam, this study scrutinizes the causal effect of the company’s free trial scheme “Free Weekend” on customer purchases and streaming viewership. Further, factors moderating the effect of free trials on customer purchases are analyzed. Fixed effects regression models are employed to identify the proposed causal effects. This study finds that the presence of a free trial increases customer purchases in the subsequent week by 10.8% (p < .10). This effect disappears after the week subsequent to the free trial. None of the proposed factors moderating this relationship, game price and rating, are significant. Further, this study finds that the presence of a free trial increases the streaming viewership of a game on the streaming platform “Twitch” by 150.4% (p < .01) during the free trial and by 82.0% (p < .05) in the subsequent week. Again, this effect disappears after the week subsequent to the free trial. A conducted robustness check indicates limited robustness of the results obtained from the main fixed effects analysis of this study. This study underlines the importance of re-validating scientific findings and customary marketing knowledge stemming from past analog environments for digital products and services.

Determinants of coupon redemption in video-on-demand platforms

admin — Fri, 06 Sep 2019 09:16:45 +0000

Television operators are facing a greater and greater threat from streaming platforms. The fact that these services allow viewers to have more control over what they watch, when they watch it and where they watch it, has made them more attractive than traditional TV. The video-on-demand (VoD) platform developed by tv operators are a way to compete with streaming services such as Netflix and to keep their current customers engaged in their service ecosystem. This paper analyses an email marketing campaign in which an anonymous television operator provided their customers with digital coupons to be used in its VoD platform, in exchange for their answer to a survey regarding their media behaviors and preferences. With the information on who used the coupon and with the data collected from the survey, the research focus was on the development of a model that allowed the identification of determinants for coupon redemption and also an accurate prediction of which customers would take advantage of this promotion campaign. The results obtained highlight the positive impact of these campaigns can have in retaining customers and the necessity for better targeting to improve their performance.

Premium sports channels: The effect of local teams’ success and competition quality on subscriptions

admin — Fri, 06 Sep 2019 09:15:20 +0000

In this study, several variables were tested related to sportive success, team and competition quality and its’ local impact on sports pay TV subscriptions. Together with other variables considered relevant in previous studies of media consumption and sports, it was used a fixed effects model to calculate the magnitude of each treatment. It was concluded that the variables representing success didn’t generate new subscriptions in the city the football club plays. In relation to the team and competition quality variables, it was concluded that the presence of a team of a small city in the first division was the variable with the biggest impact. Still, losing sports broadcasting rights was the variable with the biggest impact in the analysis, which could represent a decrease of about 21.5% in the number of subscriptions.