Start Date
10-12-2017 12:00 AM
Description
To inform multi-market product seeding strategies, literature observes inter-market spillovers for new product adoption. However, research that examines spillovers across digital platforms is still evolving. Using data on 381 online videos viewed on 26 platforms (e.g., YouTube, Vimeo) over two years, we observe how views on an initial platform are affected by its introduction into subsequent lag platforms. This “lift” is estimated using a pseudo-experiment, using an original matching algorithm that compares view growth on a multi-platform video to that of a comparable single-platform video. Analysis reveals that lift is positive in both short- and long-term, and is strongest in the first 48 days. Lift is stronger when speed of diffusion is faster in the lag platform, although interestingly the market size of the lag platform has no significant effect. Delaying the introduction of the lag platform has a concave effect, suggesting that marketers seed videos into new platforms sequentially.
Recommended Citation
Krijestorac, Haris; Garg, Rajiv; Mahajan, Vijay; and ter Hofstede, Frenkel, "Understanding Spillover Effects in Consumption of Rich Digital Media" (2017). ICIS 2017 Proceedings. 13.
https://aisel.aisnet.org/icis2017/SocialMedia/Presentations/13
Understanding Spillover Effects in Consumption of Rich Digital Media
To inform multi-market product seeding strategies, literature observes inter-market spillovers for new product adoption. However, research that examines spillovers across digital platforms is still evolving. Using data on 381 online videos viewed on 26 platforms (e.g., YouTube, Vimeo) over two years, we observe how views on an initial platform are affected by its introduction into subsequent lag platforms. This “lift” is estimated using a pseudo-experiment, using an original matching algorithm that compares view growth on a multi-platform video to that of a comparable single-platform video. Analysis reveals that lift is positive in both short- and long-term, and is strongest in the first 48 days. Lift is stronger when speed of diffusion is faster in the lag platform, although interestingly the market size of the lag platform has no significant effect. Delaying the introduction of the lag platform has a concave effect, suggesting that marketers seed videos into new platforms sequentially.