Relative advantages of online video platforms and television according to content, technology, and cost–related attributes

Jiyoung Cha, Sylvia M. Chan-Olmsted


This study is designed to compare consumers’ perceptions of television and online video platforms in terms of content, technology, and cost–related attributes. It also seeks to identify the specific attributes of online video platforms that contribute to the overall relative advantage of this new video alternative. Using a national mail survey of a random sample of U.S. Internet users, this study found that Internet users perceived online video platforms to be better than television in many technology and content–related attributes. The results also suggest that video content quality, interactivity, and storage capability of online video platforms contribute to improving the overall perception of the relative advantage.

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