Files and links (1)
PDFOpen Access (License Unspecified), Open Access
Thesis
How Streaming is Changing Advertising
Master of Science (M.S.), Drexel University
Mar 2022
DOI:
https://doi.org/10.17918/00001250
Abstract
The introduction of streaming services has drastically changed the way consumers watch television, and thus the way the industry functions. Traditionally, advertising on linear television has been one of the primary ways to make a profit. However, subscription-based streamers such as Netflix popularized trends such as binge-watching, and have no ads on their platforms. As a result, consumer tolerance for advertisements are at an all-time low. While there are streaming platforms that offer an ad-tier, the ads run for a significantly less period of time than on linear. The purpose of this study is to explore how advertising and OTT services need to work to create a model that pleases consumers, and to determine if the low consumer tolerance for ads is actually at odds with the profitability of streaming services. This study method includes interviews with industry experts to gauge the future of the relationship between OTT services, advertisers, and consumers.
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Details
- Title
- How Streaming is Changing Advertising
- Creators
- Mackenzie Dorsett
- Contributors
- Michelle McHugh (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- [50] pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 991017130274804721