ID Lab ONLINE Workshop
Iuliia Naidenova presented the first results of a new study “Broadcasts versus highlights: what does a modern consumer prefer?”, conducted jointly with Petr Parshakov
Modern information and communication technologies (ICT) provide customers a broad choice among various kinds of content and, particularly, entertainment and sports. Users can easily create their own content highlighting and commenting on the most important things. Thus, people can choose the most interesting content in the optimal format. It substantially increased the competition level for sports broadcasts as a kind of entertainment. This study aims to examine the interrelation between the demand for game broadcasts and highlights for the most popular kinds of sports. The authors collected Google trends data to measure the popularity of the following leagues: NFL, NBA, MLB, MLS, and NHL. The authors use panel vector autoregression to estimate the relationship between broadcasts and highlights popularity. According to the preliminary results, we find that highlights popularity negatively affect broadcasting popularity. However, broadcasting popularity positively affects the popularity of highlights.