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How Streaming Is Changing Advertising.

Record Type:	Electronic resources : Monograph/item
Title/Author:	How Streaming Is Changing Advertising./
Author:	Dorsett, Mackenzie.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2022,
Description:	52 p.
Notes:	Source: Masters Abstracts International, Volume: 83-09.
Contained By:	Masters Abstracts International83-09.
Subject:	Multimedia communications. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28970330
ISBN:	9798209887706

How Streaming Is Changing Advertising.
Dorsett, Mackenzie.

How Streaming Is Changing Advertising. - Ann Arbor : ProQuest Dissertations & Theses, 2022 - 52 p.

Source: Masters Abstracts International, Volume: 83-09.

Thesis (M.S.)--Drexel University, 2022.

This item must not be sold to any third party vendors.

The introduction of streaming services has drastically changed the way consumers watch television, and thus the way the industry functions. Traditionally, advertising on linear television has been one of the primary ways to make a profit. However, subscription-based streamers such as Netflix popularized trends such as binge-watching, and have no ads on their platforms. As a result, consumer tolerance for advertisements are at an all-time low. While there are streaming platforms that offer an ad-tier, the ads run for a significantly less period of time than on linear. The purpose of this study is to explore how advertising and OTT services need to work to create a model that pleases consumers, and to determine if the low consumer tolerance for ads is actually at odds with the profitability of streaming services. This study method includes interviews with industry experts to gauge the future of the relationship between OTT services, advertisers, and consumers.

ISBN: 9798209887706Subjects--Topical Terms:

590562
Multimedia communications.
Subjects--Index Terms:

Streaming services

How Streaming Is Changing Advertising.
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300 $a 52 p.
500 $a Source: Masters Abstracts International, Volume: 83-09.
500 $a Advisor: McHugh, Michelle.
502 $a Thesis (M.S.)--Drexel University, 2022.
506 $a This item must not be sold to any third party vendors.
520 $a The introduction of streaming services has drastically changed the way consumers watch television, and thus the way the industry functions. Traditionally, advertising on linear television has been one of the primary ways to make a profit. However, subscription-based streamers such as Netflix popularized trends such as binge-watching, and have no ads on their platforms. As a result, consumer tolerance for advertisements are at an all-time low. While there are streaming platforms that offer an ad-tier, the ads run for a significantly less period of time than on linear. The purpose of this study is to explore how advertising and OTT services need to work to create a model that pleases consumers, and to determine if the low consumer tolerance for ads is actually at odds with the profitability of streaming services. This study method includes interviews with industry experts to gauge the future of the relationship between OTT services, advertisers, and consumers.
590 $a School code: 0065.
650 4 $a Multimedia communications. $3 590562
653 $a Streaming services
653 $a Subscription-based streamers
653 $a Advertising on linear television
653 $a Consumer tolerance for ads
690 $a 0454
690 $a 0558
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