Thesis
The power of peers: why human curation solves content overload in today's streaming services
Master of Science (M.S.), Drexel University
Mar 2021
DOI:
https://doi.org/10.17918/00000541
Abstract
Over-the-Top (OTT) services provide consumers with a seemingly limitless library of video content, online accessibility, and on-demand control without the need for a traditional pay-TV subscription. Unfortunately, the amount of content provided by these services exceeds a consumer's ability to fully comprehend and control. Consequently, consumers undergo a choice paralysis, where indecision and the likelihood of choosing a less enjoyable option increases with the amount available. OTT services have used either algorithmic engines or human curation recommendation models to mitigate these concerns. The purpose of this study is to determine which of these models is best suited for alleviating content overload and choice paralysis with American OTT subscribers. The study followed a quantitative design, as a survey was conducted to examine subscribers' habits and preferences with today's streaming services. These habits and preferences measured purchasing behavior, content preferences, and content recommendations. Results defined the existence of content overload and choice paralysis with OTT subscribers but indicated little influence over purchasing behavior. The study also revealed that human curation is more equipped to alleviate content overload and choice paralysis. Finally, the study showed that algorithmic recommendations are potentially undermined by a level of social exchange, as subscribers generally always share their services with others, diluting any intended personalization.
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Details
- Title
- The power of peers
- Creators
- Christopher Vernon Silva
- Contributors
- Helen Claire Cowart (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- ix, 147 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
- 991014870644304721