“Watching television” means something different than it did 10 years ago. How might it further change in the age of streaming services? It’s a question that may significantly be affected by revenue sources.
Darden Professor Anthony Palomba’s recent paper “Building OTT Brand Loyalty and Brand Equity: Impact of Original Series on OTT Services” focuses on one of those sources: original streaming series. Several streaming services have managed to produce original hits that seize our collective attention even in a saturated market — think Stranger Things on Netflix or Game of Thrones on HBO Max.
[This article has been reproduced with permission from University Of Virginia's Darden School Of Business. This piece originally appeared on Darden Ideas to Action.]