Pricing · Two randomized field experiments: randomly selected households received SVoD access for several weeks and another random set served as control. Outcomes were binge-watching and subsequent payment; a recommendation-reminder intervention tested whether broader discovery offsets the effect.
The Effect of Binge-Watching on the Subscription of Video on Demand: Results from Randomized Experiments
Information Systems Research · 2020
Summary
Binge-watchers were less likely to pay after free trials, consistent with quickly exhausting preferred content. Recommendation reminders broadened preferences and reduced this negative effect.
For your marketing
Possible founder application
Use this paper as evidence about the effect of binge-watching on the subscription of video on demand: results from randomized experiments in the stated context; compare its population, treatment and outcome with your own decision.
Reported result
What the study found
Binge-watchers were less likely to pay after free trials, consistent with quickly exhausting preferred content. Recommendation reminders broadened preferences and reduced this negative effect.
Research question
What the authors investigated
What does the effect of binge-watching on the subscription of video on demand: results from randomized experiments show about customer behavior or marketing outcomes?
Design
Two randomized field experiments: randomly selected households received SVoD access for several weeks and another random set served as control. Outcomes were binge-watching and subsequent payment; a recommendation-reminder intervention tested whether broader discovery offsets the effect.
Sample and setting
Households offered subscription video-on-demand free trials; exact N and platform are not given in the publisher abstract.
Scope and transfer
Limitations to keep in view
Inference: the two household experiments and a particular SVoD catalog may limit generalization to other catalogs, audiences, and trial lengths; the abstract does not establish long-run renewal effects. Full-text methods and correction history were not independently checked.
Research sources
Candidate study metadata and reported evidence were cross-checked against a direct publisher-page retrieval; the full article was not independently reviewed.