With that knowledge, brands can deliberately use original series to associate themselves with specific traits and, thanks to the streaming feature that targets recommendations to each user, they can present different brand traits to different user groups
“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.]