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Netflixھ : how Reed Hastings changed the way we watch movies & TV
Netflix was once only an idea in the mind of Reed Hastings, a businessman who has done amazing things since starting the online movie and TV company. Discover how Reed was able to make Netflix a success around the world and find out what he has planned next to keep the company on top.
BOOK
The effects of game mechanics on user retention in using social live streaming services
PurposeSocial live streaming services (SLSS) have infused gamification into interface design and feature applications. Firms adopt gamification mechanisms to win customer loyalty in the live streaming and SLSS markets. Based on the mechanics-dynamics-aesthetics (MDA) framework and uses and gratifications 2.0 theory (UGT 2.0), this study aims to investigate the effects of game mechanics (mechanics) on enjoyment and user retention (aesthetics) through rewards and social interaction (dynamics) in the context of SLSS.Design/methodology/approachThis study used an online survey via Google Forms, SurveyCake and social media platforms like Facebook, Instagram and Line to collect data from 232 SLSS users in Taiwan. Partial least squares structural equation modeling (PLS-SEM) was adopted to analyze the data.FindingsThe results validated the relationships between game mechanics and dynamic elements (rewards and social interaction) that triggered aesthetic elements (enjoyment feelings) among users. In addition, users experienced a sense of enjoyment that led to usage retention when using the gamified SLSS. Further, this study found enjoyment crucial for users to stay interactive with gamified services.Originality/valueDriven by UGT 2.0, this study closed the gaps by integrating the MDA framework into the SLSS context and better understanding how game mechanics are connected to rewards and social interaction, leading to enjoyment and user retention when using SLSS. This study provides fresh insights into gamification-oriented SLSS practices. It offers significant theoretical and managerial implications and provides guidelines for SLSS platform operators on fostering user retention.
Journal Article
Reed Hastings and Nexflix
This title introduces readers to Reed Hastings, founder of Netflix,and a pioneer in the development of streaming entertainment.
BOOK
Who’s watching? Classifying sports viewers on social live streaming services
The newly emergent social live streaming services (SLSSs) provide the sport consumers with a synchronised and more interactive viewing experience. In order to help the sport SLSSs firms understanding and engaging with the viewers effectively, this research aims to classify the sports SLSS viewers based on their engagement behaviour, and identify the perceived value and value contribution of each group of viewers. Firstly, 52,545 sports SLSSs viewers’ viewing duration time is predicted by a feedforward neural network. Second, the predicted viewing duration time and other extracted viewer behavioural data (number of messages, number of virtual gifts, and value of virtual gifts) are analysed through two-step clustering in SPSS, and classified viewers into four types. Semi-structured interviews were then conducted to understand how each type of viewer co-creates value. The results identified four groups of viewers, namely content consumers, super co-creators, co-creators, and tourists, and identified their distinct value co-creations and perceived value. This study sheds light on combining engagement behaviour and value co-creation literature to classify the sports viewers in the context of SLSSs. This understanding assists the decision-making processes of marketers and operators to promote viewers’ co-creation effectively.
Journal Article
Hollywood studio filmmaking in the age of Netflix
Online streaming services are challenging long-standing decision-making processes in the traditional motion picture industry, thus placing Hollywood major studios at a crossroads. We use the institutional logics perspective to examine how both traditional studios and online streaming services make strategic decisions on which films to produce and how these films are to be distributed. We then apply scenario analysis to explore how their interaction will likely evolve. We argue that the key criteria that studio executives use to make production and distribution decisions are shaped by what we define as a commitment institutional logic: decision-making heuristics that focus their attention on theatrical release and box-office intakes. In contrast, online streaming services follow a convenience institutional logic, the product of advanced data analytics to increase subscriptions. In the convenience institutional logic, the need to drive online traffic by providing users with an extensive catalogue of movies guides film production and distribution decisions. Whereas the commitment logic aims for mass-market hits in cinemas, the convenience logic seeks to reach a wide range of subscribers at home with micro-segmented offerings. We compare the two logics, develop four scenarios of how the interaction between them may shape the film industry, and offer recommendations.
Journal Article
When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services
PurposeThis paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services.Design/methodology/approachStructural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix).FindingsThe results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV services. Also, the impact brand experience has on brand loyalty and on willingness to pay a premium price is partially mediated by brand love.Practical implicationsIn the streaming television industry, brand managers can create more meaningful experiences that create strong and emotional bonds with users, thereby increasing loyalty levels and intention to pay a premium price. Also, brand managers should consider focusing their efforts to young consumers, as they have a stronger attachment to technology than older generational groups.Originality/valueThis paper enriches the existing literature on brand experience in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services.
Journal Article
Vulnerabilities of Live-Streaming Services in Korea
Recently, the number of users and the demand for live-streaming services have increased. This has exponentially increased the traffic to such services, and live-streaming service platforms in Korea use a grid computing system that distributes traffic to users and reduces traffic loads. However, ensuring security with a grid computing system is difficult because the system exchanges general user traffic in a peer-to-peer (P2P) manner instead of receiving data from an authenticated server. Therefore, in this study, to explore the vulnerabilities of a grid computing system, we investigated a vulnerability discovery framework that involves a three-step analysis process and eight detailed activities. Four types of zero-day vulnerabilities, namely video stealing, information disclosure, denial of service, and remote code execution, were derived by analyzing a live-streaming platform in Korea, as a representative service, using grid computing.
Journal Article
Motivations for the Use of Video Game Streaming Platforms: The Moderating Effect of Sex, Age and Self-Perception of Level as a Player
A particularly striking new phenomenon in recent years is the live streaming of video games through popular platforms, such as Twitch. This study focuses on the motivations and types of use underlying viewer participation in live streaming platforms. Based on the uses and gratifications theory, this paper aims to analyse how three basic motivations are related to the use of video game streaming platforms. Furthermore, it examines the moderating effects that significant variables, such as the audience member’s age, sex or self-perception of level as a player may exert on this relationship. The results reveal that the three types of motivations are positively associated with use of the platform, although notable differences appear, with informational motivations outweighing entertainment and social motivations. At the same time, no moderating effects on the results of the proposed model were found for the heterogeneity stemming from sex and age. Conversely, the influence of informational motivations on the use of these platforms is moderated by the self-perception of level as a player.
Journal Article
The role of ownership inclination on the intention to subscribe to music streaming among older adults
This study investigates the factors influencing older adults' willingness to subscribe to music streaming services, focusing on ownership inclination as a mediator. While the adoption of music streaming services among older adults has grown, research on their subscription behaviors remains limited, particularly regarding psychological factors like ownership desire. Addressing this gap, the study integrates the Value-Based Adoption Model (VAM) and psychological ownership theory to explore the relationship between perceived value, ownership inclination, and subscription intention. Data from 376 older adults were analyzed using PROCESS Macro to test mediation effects. Findings reveal that ownership inclination significantly mediates the relationship between perceived value and subscription intention, even when perceived value is low. These results provide theoretical and practical insights into how music streaming platforms can attract older consumers by fostering a sense of ownership. The study emphasizes the importance of psychological and economic factors in driving technology adoption among aging populations, offering strategies for service providers and policymakers to support inclusivity.
Journal Article
Exploring new dimensions in OTT consumption: an empirical study on perceived risks, descriptive norms and goal-directed behaviour
PurposeWith over-the-top (OTT) streaming services rapidly transforming the media industry and saturating the market, the authors' study seeks to enrich the goal-directed behaviour model by exploring how perceived risks and descriptive norms influence OTT consumption.Design/methodology/approachSurvey data from OTT subscribers were collected online to assess their risk behaviours. The 353 responses obtained were analysed with SmartPLS, validating the structural equation modelling (SEM) through structural and measurement model verification.FindingsThe authors' findings illustrate that descriptive norm, perceived behavioural control, as well as positive and negative anticipated emotion (NEM) and attitude, contribute positively to the desire to engage with OTT streaming services. Interestingly, the authors' study contradicts common assumptions, revealing that subjective norms do not significantly impact the propensity to utilise OTT services. This counterintuitive finding necessitates a reconsideration of prevalent theories and contributes to a nuanced understanding of OTT adoption determinants.Research limitations/implicationsThe data gathering for this study were conducted from the perspective of a single nation. Therefore, caution must be exercised when generalising this study's results.Practical implicationsThe practical ramifications of this research are vast, providing OTT service providers and marketers with actionable insights to maximise user engagement and navigate perceived risks related to OTT service adoption and consumption.Originality/valueThis study's exploration of perceived risks and descriptive norms enhances the goal-directed behaviour model's breadth, facilitating a holistic comprehension of the constructs shaping OTT consumption behaviours. It would be the first attempt to combine perceptual, affective and behavioural factors and perceived risks to understand the user's predisposition to engage in OTT streaming services.
Journal Article