Publication Type

Conference Proceeding Article

Publication Date

1-2015

Abstract

Cable TV return path data made possible by current generation set-top boxes present a new opportunity to analyze household viewing behavior and recover household viewing preferences from it. This research develops a model of household viewing preference that supports quantifying a household's valuation for different categories of digital content within the constraints of the programs to which it subscribes. This study uses a data set of more than 1 million observations on households from a digital entertainment firm that offers basic and premium services. Our estimation is via a Bayesian hierarchical model that employs the Gibbs sampler. The results show that households have relatively homogeneous preferences for entertainment content, but they show heterogeneous preferences for content in the specific packages to which they subscribe. In addition, both HD and premium movies subscriptions have a differentiation effect on enhancing household preferences toward their most preferred content. The findings provide useful insights for understanding household preferences, and are intended to support promotion and content strategy adjustments to improve customer satisfaction.

Keywords

Digital television, Hierarchical systems, Set-top boxes, customer satisfaction

Discipline

Computer Sciences | E-Commerce | Management Information Systems

Research Areas

Information Systems and Management

Publication

Proceedings of the 48th Annual Hawaii International Conference on System Sciences: 5-8 January 2015, Kauai, Hawaii

First Page

4276

Last Page

4284

ISBN

9781479973675

Identifier

10.1109/HICSS.2015.512

Publisher

IEEE Computer Society

City or Country

Los Alamitos, CA

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

http://dx.doi.org/10.1109/HICSS.2015.512

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