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 is fascinated by the media and entertainment industries and the strategic forces reshaping them. As a media scholar specializing in machine learning, causal inference, and applied econometrics, his research examines how audiences engage with content and how technology transforms competition across the media, advertising, and gaming industries. His work explores the behavioral and economic mechanisms behind entertainment consumption and develops empirical models to understand and predict audience patterns.

Before joining academia, Palomba served as a research manager at Ipsos, leading projects for clients including HBO, Facebook, CNN, Fox Sports 1, and NBCUniversal/Comcast. During his doctoral studies, he collaborated with Nielsen to study how millennials consume and engage with media products and services.

B.A., Manhattanville College; M.A., Syracuse University; Ph.D., University of Florida; M.S., Purdue University (in progress)

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