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IN-CONSUMPTION INFORMATION CUES AND ONLINE VIDEO CONSUMPTION.

Authors :
Jaeung Sim
Kyungmin Choi
Sang Pil Han
Daegon Cho
Source :
MIS Quarterly. Jun2024, Vol. 48 Issue 2, p645-678. 34p. 3 Color Photographs, 3 Diagrams, 13 Charts, 4 Graphs.
Publication Year :
2024

Abstract

Online video platforms such as YouTube feature visual cues on progress bars to spotlight standout segments of videos. These cues, designed to steer users toward intriguing content moments, raise questions about their overarching impact on video consumption patterns. In this study, we delve into inconsumption information cues (ICICs), indicators that depict fluctuating video quality in real time. Drawing from a natural experiment on a live streaming platform, we evaluate the effects of engagement graphs. These are visual timelines that emphasize moments favored by prior viewers in video-on-demand (VOD) content, which represent full replays of live stream sessions. Notably, these graphs are only accessible to iOS users, leaving Android users without access. Our results show that ICICs enhance the viewership of VODs and live streams. Moreover, viewers tend to spend more time immersed in live broadcasts, suggesting heightened content appeal. Yet, these engagement graphs do not prompt users to donate more virtual gifts, a vital income stream for streamers. Even with the introduction of ICICs, while there is a rise in video production, the inherent structure of live streams remained largely unchanged. We conclude by discussing the academic and managerial implications of these findings. [ABSTRACT FROM AUTHOR]

Details

Language :
English
ISSN :
02767783
Volume :
48
Issue :
2
Database :
Academic Search Index
Journal :
MIS Quarterly
Publication Type :
Academic Journal
Accession number :
177591045
Full Text :
https://doi.org/10.25300/MISQ/2023/17763