Streaming Video Series: Originality, Personality and Loyalty

Stranger Things on Netflix, The Bear on Hulu, Shrinking on Apple TV+ … streaming video on demand (SVOD) subscription services have produced successful original series, further upending the traditional model of network programming. But how important are those original shows to the SVOD model?

Darden Professor Anthony Palomba discusses how consumers perceive streaming services based on the companies’ original series, and how those series inform customer loyalty and the value viewers place on a brand associated with shows they find appealing.

Can streaming services reconcile the tension of trying to be everything to everyone — which cuts into operating margins — or determine how to be judicious with the kind of content they produce?

Anthony Palomba authored “Building OTT Brand Loyalty and Brand Equity: Impact of Original Series on OTT Services,” which appeared in Telematics and Informatics.

For more information on the study, please also see “The Personality Traits of Streaming Services: What Roles Do Original Series Play?” on Darden Ideas to Action.

About the Expert

Anthony Palomba

Assistant Professor of Business Administration

Anthony Palomba teaches leadership communication and data visualization in the MBA program as well as management communication in the MSBA program. His teaching interests are focused on how business professionals can present data results and actionable insights to key stakeholders through storytelling. In his courses, he sheds light on the way leadership communication intersects with persuasion and data-driven decision-making that lead co-workers to take actions toward reaching a shared vision or accomplishing a set of business goals.

Intellectually, Palomba is fascinated by media and entertainment companies and the way they market their products in a dynamically changing competitive landscape. As a media management scholar, Palomba's research focuses on consumer behavior, branding, and marketing behind video games, television and film. His research explores how and why audiences consume entertainment and strives to understand how consumer behavior models can be built to predict consumption patterns. Additionally, he studies how technology innovations influence competition among entertainment and media firms.

B.A., Manhattanville College; M.A., Syracuse University; Ph.D., University of Florida

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