An Analysis of the Influence of Video Characteristics, Content Characteristics and Innovative Diffusion Characteristics of Online Video Service(OTT) on Viewing Attitude of Viewers

This chapter examines media scrutiny of the UK Parliament. Major newspapers have always routinely featured Hansard-style reports of debates. Today, mainstream coverage of Parliament tends to focus on points of contention. Live coverage (mostly of the Commons Chamber) has become available on BBC Parliament, while the full array of Commons, Lords, Westminster Hall, and Moses Room sittings, plus committee hearings can be viewed on the much expanded Parliament TV online video service, both live and as archived recordings. This has implications for media reporting of proceedings and for the media's role in the way the public receives information about Parliament. The chapter first considers journalistic scrutiny of parliamentary proceedings before discussing the increasing role of new media in scrutinizing such proceedings as well as the role of the parliamentary media in explaining what is happening.

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Analysis and prediction of content popularity for online video service: a Youku case study

China Communications ◽

10.1109/cc.2016.7897546 ◽

2016 ◽

Vol 13 (12) ◽

pp. 216-233 ◽

Cited By ~ 3

Author(s):

Chenyu Li ◽

Jun Liu ◽

Shuxin Ouyang

Keyword(s):

Online Video ◽

Video Service ◽

Content Popularity

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Contagious Content: Viral Video Ads Identification of Content Characteristics that Help Online Video Advertisements Go Viral

Revista Brasileira de Marketing ◽

10.5585/remark.v15i4.3385 ◽

2016 ◽

Vol 15 (4) ◽

pp. 448-458 ◽

Cited By ~ 1

Author(s):

Yentl Knossenburg ◽

Roberto Nogueira ◽

Paula Chimenti

Keyword(s):

Structural Equation Modeling ◽

Structural Equation ◽

Marketing Strategies ◽

Equation Modeling ◽

The Internet ◽

Online Video ◽

Video Content ◽

Academic Literature ◽

Viral Video ◽

Content Characteristics

Why do some online video advertisements go viral while others remain unnoticed? What kind of video content keeps the viewer interested and motivated to share? Many companies have realized the need to innovate their marketing strategies and have embraced the newest ways of using technology, as the Internet, to their advantage as in the example of virality. Yet few marketers actually understand how, and academic literature on this topic is still in development. This study investigated which content characteristics distinguish successful from non-successful online viral video advertisements by analyzing 641 cases using Structural Equation Modeling. Results show that Engagement and Surprise are two main content characteristics that significantly increase the chance of online video advertisements to go viral.

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