Nonlinear Program Repeat-Viewing Patterns and Their Determinants

Authors

  • Yunjin Choi Yonsei University and Korean Broadcasting System
  • Bong Gyou Lee Yonsei University

Keywords:

repeat viewing, nonlinear TV viewing, media consumption, duality of media, video streaming

Abstract

As the use of video-streaming services has become widespread, nonlinear TV viewing has given users a wider choice of video content. However, there is a lack of research on audience behavior related to program selection. This audience duplication research examined nonlinear viewing patterns of programs and analyzed the determinants of repeat viewing by using an integrated framework that considered both structural and individual factors. By analyzing the viewing data of 28,681 individual users who watched 113 programs, the results revealed that 52.9% of viewers in one week followed up with the same program the next week, and 61.4% of viewers of one episode watched the next episode, while the viewing pattern was different for each program type. Furthermore, structural factors showed a significant influence on repeat viewing, but program-type preference (individual factor) showed the largest influence.

Author Biographies

Yunjin Choi, Yonsei University and Korean Broadcasting System

Yunjin Choi is a PhD candidate at the Graduate School of Information in Yonsei University and a senior researcher at the Korean Broadcasting System. Her research interests include new media technology, media consumption and Big data.

Bong Gyou Lee, Yonsei University

Dr. Bong Gyou Lee is a professor at Graduate School of Information in Yonsei University. He also has served as a director of Communications Policy Research Center since 2009. Dr. Lee received a B.A. from the Department of Economics at Yonsei University and he also received his M.S. and Ph.D. from Cornell University. He was a Commissioner of the Korea Communications Commission in 2007 and 2008. He has published articles in several journals including Technological Forecasting and Social Change, Computers in Human Behavior, Telecommunications Policy, etc.

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Published

2022-11-14

Issue

Vol. 16 (2022)

Section

Articles

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